1. Case: choosing the right marketing
strategy when entering Ukrainian market

2.  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.

3.  Enter Ukrainian market
 Choose marketing campaign
◦ Aggressive (500 000 euro)
◦ General (300 000 euro)
◦ Supportive (100 000 euro)

4.  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

5. Not 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
Ineffective
0
-200000
200000
-100000
700000
65%
-350000
35%
430000
332500
304000
200000
332500
0
332500

6. Translation of marketing campaign
 Translate to Russian only
 Translate to Russian and Ukrainian
 Translate to Ukrainian only
 Do not translate

7. Great Effectiveness Middle Effectiveness Fail
Russian 70%
150 000
0
0
30%
0
Both 70%
200 000
25%
80 000
5%
0
Ukrainian 65%
100 000
20%
65 000
15%
No translation 100%
0

8. Not to make
0
Effective 65%
1200000
Aggressive
-500000
Ineffective 35%
150000
Great 70%
150000
Middle 0%
0
Russian
0
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
Ukrainian
0
Fail 15%
0
No translation
0
*
General
0
-300 000
Ineffective 20%
100000
*
To make
0
Effective 100%
300000
Supportive
-100000
Ineffective 0%
0
730000
56%
810000
20%
730000
4%
830000
795000
880000
730000
730000
930000
-100000
835000
890000
792250
730000
-350000
200000
890000
100000
20%
700000
732000
200000
332500
732000
0
732000

9. For your attention