USI S4025 Marketing Strategy

Credit Assignment: Miguel Torres Case Study

the Miguel Torres case study, working individually, respond to the questions
below. Please write enough to fully state your position on the question, and
support your answers with concepts from the readings and concepts discussed in
class. Each question will be worth 20 points for a total of 100 points. Answer
each question fully using the frameworks and concepts in class, in the text and
throughout the live sessions. Support your answers with marketing references
and concepts. The extra credit will be assigned to any missed projects or
replace the lowest grade. Generally one
would expect at least one page for each answer.

Analyze Miguel Torres SPAIN and Miguel Torres CHILE current performance and
strategy. How did Miguel Torres enter
the Chilean market? What strategy did he use?
How well is Miguel Torres CHILE doing?

What is the nature of the Torres competitive advantage in SPAIN does this
transfer over to other markets? To Chile?
Describe and support your answers

Why did Torres choose Chile as a market to enter? Do you think this was a
suitable plan for international strategy?
Please outline the pros and cons.

Draw on what we have discussed in class about culture with the Disney Hong Kong
case and Icebreaker entering China what are the similarities and differences to
the Chilean and Spanish cultures? What impact do you think culture had on the
move to Chile?

As the newly appointed Director of Marketing what evaluate an alternative
strategy for Torres Chile. What do you recommend they do?