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[answered] CASE STUDY - Groomers Incorporation - 60 marks Groomers Incorporated Jamaica Ltd., as a maker of men's and women's razors and electric hair trimmers,...


I want some questions to be answered from a case study in report format so I can have it as a guide for my exam tomorrow. Use Kotler19_basic.ppt as a guide to answering the questions.. as in all answers can be visible in there. GROOMERS.doc is the actually case study and Report on Groomers Incorporation.docx is the format.

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CASE STUDY ? Groomers Incorporation ? 60 marks

 

Groomers Incorporated Jamaica Ltd., as a maker of men?s and women?s razors and

 

electric hair trimmers, had little reason to become involved in the global arena. It was making

 

huge profits in the home market, had a great national reputation and all its marketing objectives

 

were being met. However in 2012, it was approached by Wellman Enterprises, a French

 

company, for a business opportunity. Wellman Enterprises engages in the production of women?s

 

hosiery. Managers at Groomers Inc. are now wondering whether a company-wide global focus

 

would be more profitable after all.

 

Groomers Inc. studied Wellman?s business opportunity in great detail. After seeing firsthand the benefits Wellman is projecting for the international marketing opportunity, they were

 

excited about having their razors and trimmers sold in France. However, it was decided that

 

Groomers Inc. would target the French market merely via exporting and ignoring Wellman?s

 

business proposition. .

 

With the assistance of a domestic export department, the Groomers Inc. entered France.

 

For six months, sales were mediocre. But after that, sales suffered. Opinions varied among

 

numerous managers as to the cause of the failure. ?Who knows better the local market than

 

people who live there?? was a comment heard throughout Groomers Inc.. ?Maybe we do need to

 

get an agreement with a French firm such as Wellman. Maybe we should revisit Wellman?s

 

proposal?.

 

Groomers Inc. decided that they would go into business with Wellman but they did not fully

 

research Wellman?s history and reputation. As a result they did not realized that Wellman had

 

been criticized for a number of wrongdoings such as charging exorbitantly high prices, engaging

 

in deceptive practices or high-pressure selling, sold shoddy or unsafe products, or provided poor

 

service to disadvantaged consumers.

 

Without fully realizing the extent of Wellman?s problems, Groomers Inc. went into business with

 

them in hopes of having a profitable involvement in France. ?

 

Case adapted from Kotler?s Principle of marketing and does not reflect a real company. Questions

 

1. What are five (5) main factor(s) that pulled Groomers Inc. into international marketing in

 

2012?

 

(5 marks)

 

2. Outline five major environmental variables that Groomers Inc. must consider when going

 

overseas?

 

(10 marks)

 

3. Describe four (4) main ways that Groomers Inc. can sell its products overseas apart from

 

exporting? Note two (2) advantages and two (2) disadvantages of each method.

 

(20 marks) 4. Identify three (3) ways in which Wellman was not behaving socially responsibly. Name

 

and outline three (3) legislated organizations set up in Jamaica to ensure that companies

 

behaved ethically. Give three reasons why Groomers Inc should ensure that this negative

 

image is changed.

 

(25 marks)

 


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