Discussion Question Martinetti management team

User Generated

Tgyorne

Business Finance

Description


To extend its international presence, Martinetti International has formed an expansion strategy focused on acquiring other like enterprises outside the European region. Martinetti, a subsidiary of a publicly owned parent company, is based in Rome where it enjoys an established brand name and superb reputation. As part of Martinetti’s globalization strategy, it has acquired Sand Coast Resort Group located in the heart of Chinatown, Singapore. Both hotel enterprises share common business values and excellent reputations, and offer high-end luxury accommodations for the local businessman and international traveler. The acquisition offers Martinetti ownership of the Sand Coast brand, trademarks, and contracts for the 9 Sand Coast hotel holdings. With this acquisition, Martinetti gains a footprint in Southeast Asia and expands its holdings 27 percent. Sand Coast has strong brand recognition in the region and has a portfolio that includes both hospitality services and travel agencies. Martinetti, a cross-culture organization, is comprised of approximately 65 percent Italian employees with the remaining representing 7 other countries and languages. San Coast also has a cross-cultural workforce with 88 percent being Singaporean of Chinese, Malay, and Indian ethnicity. Chinese is the official language.

As a member of the Martinetti management team, you have been selected to meet with the Sand Coast Resort leadership team to discuss Martinetti’s approach to market the acquisition in both countries. Your task is to convince the Sand Coast team that Martinelli has a sound strategic communications plan. Please discuss the promotional goals and cultural factors you would discuss with Sand Coast and what aspects of the recommended promotional strategy you would address.

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Explanation & Answer

Attached.

Promotional Strategy and Culture - Outline
Thesis statement: In the case of Martinetti and its acquisition of the Sand Coast hotel holdings,
Martinetti has to persuade people that the quality of services at the acquired hotels is still of high
quality. The company also has to inform the people of the good reputation that Martinetti enjoys
back in Europe and promise to bring to Asia.
I.
II.

Introduction
Promotional strategy

III.

Culture

IV.

Conclusion


Running head: PROMOTIONAL STRATEGY

Promotional Strategy and Culture
Name
Institution

1

PROMOTIONAL STRATEGY

2
Promotional Strategy and Culture

Promotion is among the four Ps of the marketing mix that companies focus on during the
marketing of their products. The other Ps stand for Place, Product, and Price. During the
pr...


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