3-1. Chapter Ten Local Marketing in Emerging Markets. MKT568 Global Marketing Management Dr. Fred Miller. Scenario.
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Castillo Tools SA is an Spanish manufacturer of small electrical hand tools (drills, small saws, screwdrivers, etc.) . The firms offers several types of products with multiple models in each line. Each line includes wired and cordless tools as well as sets of tools using the same battery recharging system. Separate promotional efforts focus on professional and do-it-yourself markets, but both convey product durability, reliabilty and the benefits each model for its target segment. Prices vary from discount to expensive in each line, but are slightly above competitors’ prices at each product level. The firm sells across Euope through hardware stores, hypermarkets and online retailers. In international markets the firm wishes to exploit its patent-protected produces by reaching new customers in new markets
Task Emerging New Growth
Compete for share