Graduate School of Business
Program : SNHU School of Business Graduate Program
Course Title : Marketing Strategies – MKT500
Instructor : Jeannemarie Thorpe
Due Date : Monday, January 05, 2004
Submission Date : Monday, January 05, 2004
Type of Assignment : Case Analysis
Title of Assignment : DowBrands Ziploc – 1st Case Study
Student Name : Cevdet KIZIL
Student Phone #s : (603) 626 9302
Student E-mail : firstname.lastname@example.org
CERTIFICATION OF AUTHORSHIP : I certify that I am the author of this
assignment. Any assistance I received in its preparation is fully acknowledged and
disclosed within this document. For Mid-Term and/or Final Exams, I certify that I have
not received any help from others.
I have cited any and all sources, both print and electronic, from which I have used data,
ideas, or words, either quoted or paraphrased. My cited sources are indicated within this
document. I also certify that this assignment was prepared by me specially for the course
Student Signature Date : January 05, 2004
Assignment Grade :
Instructor Comments :
The Case for Going International
The problem for the DowBrands firm is that they find it difficult and risky to
enter the European market.
DowBrands company has some constraints (limitations) to solve the problem of
entering the European market. First of all, they have a real strong multinational firm as
their competitors, called “First Brands” which is the most famous company of Europe in
fcd category. Secondly, because they are late at exploring the European market compared
to First Brands, they have a disadvantage again. Because First Brands already has a
reputation and good image in Europe and they are currently controlling the market.
Accordingly (a third constraint), if DowBrands really wants to do business in Europe, the
start up costs will be high, this is again a very important limitation for DowBrands.
Because having a good reputation in Europe will take time, it is not a short-run task.
Next, DowBrands specializes in effective advertisements which create consumer loyalty.
However, the advertisement costs will be high and can negatively affect some of the
profits DowBrands has in U.S. After that, First Brands is also very good at product
designs, while on the other hand the case provides us some examples of designing
problems from the DowBrands` history – a very critical factor for success in European
Finally, in my opinion, DowBrands may have some potential alternatives to solve
the problem. I think they should do more marketing research. They can implement a more
detailed research including more European countries. Then, why not consider success in
the long-term? In my point of view, it`s really hard for DowBrands to be successful in
Europe in the short-run, but this is possible in the long-term. At last, I think DowBrands
is not taking enough risks, they should give it a try. Because if we look at the history, we
can see that all great companies did start their life cycle by taking big risks. Almost all
businesses have some risk. Plus, DowBrands is already very profitable in U.S. , so taking
risks will not finish them. Remember; “The greatest risk is not taking a bit of risk”.