ANNEX A

FIRST WORKSHOP International Marketing 300AND011 C

Name:

Date:

Product Innovation At Agua Danone

Introduction: the marketing Department must make some key decisions to launch the new
products into the market:Two questions came to surface:After reading the two sketches dialogue
and read the executive summary.

1. How Danone has become a dominant company in the water beverage market in
Argentina?
2. What is the role of Marketing in the company future growth?
Short general answers.

Learning objectives:

a. Learn how MNC´s entered in local markets

b. Understand the difference between entering a new market buying local companies vs
through a well though strategy plan
c. Learn The difference between International marketing vs local marketing
d. Recognize the essence of marketing within the company´s strategy

After a general discussion by the class we will come up with some definitions regarding:

A. What is Globalization?
B. What is Internationalization?
C. What is Business model
1. Value proposal
2. Market segment(market niche)
D. Value chain
E. Difference between MNC´s vs SME´s
F. The importance of Strategy in the decision
Prepared by: Fernando Roa Poveda

Msc. In Finance,The American University

Washington,DC

Pontificia de Universidad Javeriana de Cali

2 de Febrero, Cali-Valle