Question

Cathay Pacific (a Hong Kong based airline carrier) recently wanted to increase services to its Asian customers. It added a wide variety of Asian meals and entertainment and introduced a new advertising slogan "The Heart of Asia." This would be an example of which of the following reasons why international marketers implement international market segmentation?

a. country screening.
b. government mandate.
c. global market research.
d. positioning strategy.
e. entry decisions.

Answer 1

The Heart of Asia." This would be an example of d. positioning strategy.

Step-by-step explanation:

Positioning Strategy:

In this scenario, Cathay Pacific's decision to add a wide variety of Asian meals, entertainment, and introducing the slogan "The Heart of Asia" indicates a positioning strategy. The company is strategically aligning its services and brand message to cater specifically to its Asian customers. This approach aims to create a distinctive image and identity in the minds of consumers, emphasizing Cathay Pacific as a carrier that understands and connects with the culture and preferences of its target audience in Asia.

Explanation for the Correct Option (d - Positioning Strategy):

A positioning strategy involves creating a unique and favorable perception of a product or brand in the minds of the target market. Cathay Pacific's initiative to enhance services and adopt a slogan focused on Asia demonstrates a deliberate effort to position itself in the market based on customer preferences and cultural relevance. This strategy helps differentiate the airline from competitors and build a stronger connection with its Asian customer base.

In summary, the correct option is (d) positioning strategy, as Cathay Pacific's actions align with the objectives of a positioning strategy in international marketing.