Monsanto Europe Case Study: Penetration of the European Market Student: Jenothan Yoganantham
Student #: 300723493
Professor: Kam Tang
Course: International Project Management (728)
Question 1: Will the advertising campaign that is proposed at the end of the case study be effective in penetrating the European Market?
No the advertising campaign proposed at the end of the case study would not be effective in penetrating the European Market.
Question 2: If it doesn’t work, what is a better entry strategy for Monsanto?
Monsanto failed to capitalize on the key issues that ultimately led European to oppose genetically modified foods. Firstly, Monsanto took an approach that was targeted to Europeans as a whole. In other words, Monsanto should have campaigned in a fashion that is unique to each country within Europe. For instance, if Germans are sensitive to buying foods that are domestically grown, Monsanto could have proposed that they would open up a facility in Germany. This would have no only created jobs in the local economy but would have also satisfied the Germans with respect to preserving their culture. Every country within the European Union is different and as a result the advertisement campaigns should also be different for each country. This is a major component that Monsanto failed to address.
Another strategy could have been to use a pull strategy than a push strategy. Monsanto used traditional methods of trying to educate the European population: newspaper advertisements, toll-free hotlines, leaflets, websites, etc. These are all push strategies meaning the company is trying to persuade their objective through traditional means. Rather, if the company used a pull strategy they would have been more successful. Many individuals are not going to go out of their way to educate themselves on the benefits of genetically modified foods. The one occasion they will be interested in such subjects is when they are...
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