Should Zappo's.Com Go to Europe?

Zappos.com Case Study

1. Would the image or theme that zappo.com portrays to its customers in the United States translate to the European market? Explain.

Yes, it will translate to the European market. "Powered by service" is the slogan showing on Zappos.com website. If the shoe fits, wear it. If not, Zappos.com will gladly take it back at no cost to you. Zappos.com has become the #1 seller of shoes online (ahead of J.C. Penney) by stressing customer service. Also, Zappos.com is famous and popular by its excellent customer service. This brand position is their company's core value. It won't be changed. Its image and theme already exist in every customer.

2. Do you think Zappos.com should utilize a standardization or adaptation approach to both the products offered and the marketing message to be sent?

I think that Zappos.com should use the adaptation approach to the products offered. The reason is just like the topic mentioned; it will face the problem of logistics and vender relationships when zappos.com goes to Europe. Because most vendors have specific distribution relationships in different area, zappos.com can't offer their European customers everything. In other word, zappos.com can't provide the same products in the United State market to Europe. However, for the marketing message, zappos.com should utilize the standardization. Zappos.com is famous by its very great customer service. In order to keep its reputation, it should translate the same marketing message when it breaks into Europe market.

3. Examine Figure 1.11. Explain how each feature would be the same or different for Zappos.com, if the company entered the European market.

For the company loge, product brand name and company name, business cards internal messages, statements to shareholders and speeches by company

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