MAN 4720 CASE ASSIGNMENT #2:
Include your name, date, class number and a title on all written work.
Submit to Canvas by the due date.
Minimum # of words in your answers for each part = 300 (not counting
professoràwords or the questions)
PART ONE – How an Ad Campaign Invented the Diamond
Engagement Ring Industry (Minimum 300 words):
Read the 1 article on Canvas called “How an Ad Campaign Invented the
Diamond Engagement Ring Industry”
1. How did DeBeers invent the “Engagement Ring Industry” in the US?
What were the major strategies and tactics that it used to achieve this
success?
2. How did the company replicate its success and change the
“engagement industry” in Japan?”
PART TWO – How did P&G bring (e Diaper Revolution4o
China? (Minimum 300 words):
Read the article on Canvas about P&G and the diaper business in China.
1. How did P&G bring find success in China and convince Chinese
consumers to use their diapers?
PART THREE (Minimum 300 words):
Watch the video “The Colonel Comes to Japan”, where the company KFC
made a number of adaptations and strategic decisions about how to adapt to
the market and compete in Japan.
1. Please discuss the adaptations(changes) the company made in Japan
to its:
•
enu items
Equipment
Store Design
2. Describe the strategy used for:
•
Location/Site Selection (How were they chosen?)
Advertising message (what was the message of the TV
advertising?)
ƒommunity relations with the other neighborhood businesses
3. What was the main strategic adaptation that KFC made in China?
(read article åstern Brands in China (its and missesJ
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