(Case study): Janet Grey is the Executive Vice President of North American sales for Zoom Motor Company, a major automobile manufacturer famous for the large sedan, Zoom Tiger. The company engineers have developed a smaller vehicle, the Zoom Mini, which is competitive with Italy's Fiat 500. At 35 mpg in the city and 45 mpg on the highway, the fuel efficiency of the Zoom Mini surpasses that of the Fiat. Janet knows that these smaller versions of Zoom Motor Company's flagship vehicle will not reach the same sales levels in North America as do the current, larger Zoom models. With this understanding, she plans to propose to her CEO, Joyce Zoom, that the company develops a strategy to build demand for the Zoom Mini in the European markets, where there is a legitimate need for a vehicle of this size and with this level of fuel economy. Manufacturing will continue to take place in the United States until a market in Europe can be established.
Given the above scenario, answer in 2-3 well-developed sentences each of the following questions:
1. What should Janet consider before entering the Zoom Mini into a foreign market?
[Write your response here…]
2. How should she market the Zoom Mini in Europe?
[Write your response here…]
3. What should Janet consider in exporting the Zoom Mini overseas?
[Write your response here…]
4. What are the benefits for Zoom Motors to exploring the market opportunities in Europe?
[Write your response here…]
5. Will a tariff be imposed on the export of the Zoom Mini? If so, how will this affect Janet’s decision to export the vehicle?
[Write your response here…]