Problem
The recent invasion of Ukraine has companies rethinking their Russia strategy. Sanctions, political, and public pressure have stopped several Western companies. Apple, Samsung, and Sony limited services. Russian stores have also shuttered. Disney, Sony, and Warner Bros. have stopped distributing movies in Russia. Visa, Mastercard, American Express, and PayPal have limited offerings, affecting finance. Both domestic and foreign cards won't works, damaging the travel industry. Burger King, McDonalds, Coca Cola, and Heineken ceased business in Russia. Shareholders halted operations to defy the invasion, and Russia's earnings were deemed intolerable.
Question I
If there is a shift in political culture in Russia, how do you think these foreign brands will reintegrate back into the Russian market? Will it be smooth and successful, or will it be difficult due to the motivations to pull out of this country and the economic consequences the country has suffered as a result of these actions?
What marketing strategy could western companies use to achieve successful reintegration?
Question II
Do you believe that the firms pulling out of Russia will be affected negatively for their actions, given that they will lose sales in the Russian market? Or do you think that consumers will see these companies as socially responsible and be more inclined to purchase their products or services?