Chapter 4: 2.1

2.1 What are the pros and cons of Rubbermaid’s strategy?

Pros:
- They could save on costs by producing and marketing the same products all across the world instead of having several different product lines for each market.
- This strategy will lead to an increase in profits and their overall global market share.
- They will be able to tap into untapped markets.
Cons:
- Kitchens across the world are very different. A market standarzation strategy will be very difficult to achieve. Fridges, for example, are much smaller in Europe than here and some of their products that sell well in the USA won’t sell in Europe.
- It is unlikely that they will be able to offer the same products in each market.