"Marketing Strategy Outline
To extend its international presence, Martinetti International has formed an expansion strategy focused on acquiring other like enterprises outside the European region. Martinetti is a subsidiary of a publicly owned parent company, and is based in Rome, where it enjoys an established brand name and reputation.
As part of its globalization strategy, Martinetti acquired Sand Coast Resort Group located in the heart of Chinatown, Singapore. Both hotel enterprises share common business values, excellent reputation, and offer high-end luxury accommodations for local businessmen and international travelers.
The acquisition offers Martinetti ownership of the Sand Coast brand, trademarks, and contracts for Sand Coast's nine hotel holdings. With this acquisition, Martinetti gains a footprint in Southeast Asia and expands its holdings by 27%. Sand Coast has strong brand recognition in the region and a portfolio that includes both hospitality services and travel agencies. Martinetti is a cross-culture organization, comprising approximately 65% Italians and other employees from seven countries. San Coast also has a cross-cultural workforce with 88% Singaporeans of Chinese, Malay, and Indian ethnicity, whose official language is Chinese.
As a member of the Martinetti management team, you have been asked to prepare a presentation to the Sand Coast Resort leadership team on Martinetti's approach to acquisition. The goal of this presentation will be to convince the Sand Coast team that Martinetti has a sound strategic communications plan.
First, you need to prepare an outline for your presentation, one that addresses:
The company's promotional goals
The cultural factors that need to be considered
Recommended promotional strategies
Include Martinetti's plan to mitigate cultural barriers, country differences, and global advertising issues.