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Case: choosing the right marketing strategy when entering Ukrainian market
Alitsiia DerezaManagement AndMarketingTomas Bata University
International company Yamaha Corporation was found in 1887
Includes different business areas: production of musical instruments, sales etc.
Company also has its own Yamaha Music School with 710,000 students in more than 40 countries.
About the company
Enter Ukrainian market Choose marketing campaign
◦ Aggressive (500 000 euro)◦ General (300 000 euro)◦ Supportive (100 000 euro)
About the case
Aggressive:◦ 65% Effective – 1 200 000 Euros profit◦ 35% Ineffective – 150 000 Euros profit
General:◦ 80% Effective – 730 000 Euros profit◦ 20% Ineffective – 100 000 Euros profit
Supportive:◦ 100% Effective – 300 000 Euros profit
Probabilities
Decision treeNot to make
0
Effective 65%1200000
*Aggressive
-500000
Ineffective 35%150000
Effective 80%730000
General-300000
Ineffective 20%100000
*To make
0
Effective 100%300 000
Supportive-100 000
Ineffective0
-200000
200000
-100000
70000065%
-35000035%
430000
332500
304000
200000
332500
0
332500
Translation of marketing campaign Translate to Russian only Translate to Russian and Ukrainian Translate to Ukrainian only Do not translate
Additional circumstances
Additional circumstances
Great Effectiveness
Middle Effectiveness
Fail
Russian 70%150 000
00
30%0
Both 70%200 000
25%80 000
5%0
Ukrainian 65%100 000
20%65 000
15%
No translation 100%0
Decision tree
Not to make0
Effective 65%1200000
Aggressive-500000
Ineffective 35%150000
Great 70%150000
Middle 0%0
Russian0
Fail 30%0
Great 70%200000
Middle 25%80000
*RUS and UA
0
Fail 5%0
Effective 80%730000
Great 20%100000
Middle 65%65000
Ukrainian0
Fail 15%0
No translation0
*General
0-300 000
Ineffective 20%100000
*To make
0
Effective 100%300000
Supportive-100000
Ineffective 0%0
730000
56%
81000020%
7300004%
830000
795000
880000
730000
730000
930000
-100000
835000
890000
792250
730000
-350000
200000
890000
10000020%
700000
732000
200000
332500
732000
0
732000
Thank youFor your attention
