1. What marketing issues must HQ decide
Marketing strategy – HQ promotes cross-fertilization among countries
Product positioning – HQ persuasion for standardization
Product characteristics – No initiative
Branding – HQ enforced standardization
Packaging – HQ persuasion for standardization
Distribution – No initiative
Trade promotion – No initiative
Customer promotion – HQ promotes cross-fertilization among countries
Media advertising – HQ promotes cross-fertilization among countries
2. What marketing issues is better if decided locally closed to consumers in market
3. Which should be persuaded by SUB and which by HQ to take either viewpoint strongly into account and which ones are to be negotiated and what local conditions justify negotiations?