Martinetti International is pursuing global expansion by acquiring Sand Coast Resort Group in Singapore, enhancing its market presence in Southeast Asia. This acquisition provides Martinetti with brand ownership and a 27% increase in holdings, leveraging Sand Coast's strong reputation in luxury accommodations. As a management team member, you are tasked with presenting a strategic communications plan to Sand Coast's leadership, focusing on promotional goals and cultural factors in the marketing strategy.

1. Assignment 1: Discussion Question
To extend its international presence, Martinetti International
has formed an expansion strategy focused on acquiring other
like enterprises outside the European region. Martinetti, a
subsidiary of a publicly owned parent company, is based in
Rome where it enjoys an established brand name and superb
reputation. As part of Martinetti’s globalization strategy, it has
acquired Sand Coast Resort Group located in the heart of
Chinatown, Singapore. Both hotel enterprises share common
business values and excellent reputations, and offer high-end
luxury accommodations for the local businessman and
international traveler. The acquisition offers Martinetti
ownership of the Sand Coast brand, trademarks, and contracts
for the 9 Sand Coast hotel holdings. With this acquisition,
Martinetti gains a footprint in Southeast Asia and expands its
holdings 27 percent. Sand Coast has strong brand recognition in
the region and has a portfolio that includes both hospitality
services and travel agencies. Martinetti, a cross-culture
organization, is comprised of approximately 65 percent Italian
employees with the remaining representing 7 other countries
and languages. San Coast also has a cross-cultural workforce
with 88 percent being Singaporean of Chinese, Malay, and
Indian ethnicity. Chinese is the official language.
As a member of the Martinetti management team, you have been
selected to meet with the Sand Coast Resort leadership team to
discuss Martinetti’s approach to market the acquisition in both
countries. Your task is to convince the Sand Coast team that
Martinelli has a sound strategic communications plan. Please
discuss the promotional goals and cultural factors you would
discuss with Sand Coast and what aspects of the recommended
promotional strategy you would address.
By
Saturday, May 10, 2014
, submit your response to the appropriate
Discussion Area

2. . Use the same
Discussion Area
to comment on your classmates' submissions and continue the
discussion until
Wednesday, May 14, 2014.
Comment on how your classmates would address differing
views.