I. Case study- Zumba: a dance phenomenon is going global

QUESTIONS

1. Which of the internationalization models presented in this chapter best fits the internationalization of Zumba?

2. Why has Zumba's global business model been so successful?

II. Case study- Danish Klassic: launch of a cream cheese in Saudi Arabia

QUESTIONS

1. What might have been the reasons that Danish Klassic was not able to meet expectations? Comment on the following:

(a) the change of packaging - from glass to plas¬tic brick carton;

(b) the consumer-oriented advertisement (photo a)- is it targeted at the Saudi Arabian market?

2. What do you think of the brand name Danish Klassic?

III. Case study: The Female Health Company (FHC): the female condom is seeking a foothold in the world market for contraceptive products

QUESTIONS

1. How would you explain FHC's internationalization process up to now?

2. What are the main cultural barriers for expanding global sales of the female condom?

3. What screening criteria would you use if FHC had plans to expand into new developing markets?

4. Besides having distribution to the public sector, particularly in Africa, Latin America and recently India, FHC is also trying to commercialize the female condom in consumer markets around the world. Where and how should FHC attack consumer markets?