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Should corona adopt standardization or customization

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Reference no: EM132295981

Suppose that Corona (beer brand) has decided to enter the German market. You are the marketing manager of Corona and you must decide how to enter this new market (e.g. by exporting? joint venturing? direct investment? etc.). What are the options Corona is facing? Choose the option that you feel is the best for Corona, discussing the possible advantages and disadvantages of this mode of entry compared to others.

Should Corona adopt 'standardization' or 'customization' strategy for its marketing mix (the 4 Ps)? Discuss each P separately with examples.

Reference no: EM132295981

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