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Ivey Publishing
Santa Fe Relocation Services: Regional Brand Management
Product Number:
9B05A029
Publication Date:
11/28/2005
Revised Date:
09/24/2009
Length:
15 pages
Product Type:
Case (Field)
Source:
Ivey/Nanyang
Sante Fe Relocation Services was a premium provider of relocation services based in Hong Kong. Founded in 1980, the company had built a reputation as a reliable, high-quality packer and mover of household goods. By 2000, the company also offered a full range of relocation support services including visa and immigration applications, home searching and cultural and language training. Santa Fe relocated expatriates and their families between Asian countries and between Asia and other regions. The company had its own staff and assets in Asia and managed its international operations through a network of partners. In 2005, the chief operating officer faced three key challenges: differentiating and positioning the brand in a crowded and often price-driven market; incorporating an expanded service line under the original brand and gaining market recognition for those additional services; and managing the brand across the Asian region with an effective balance of standardization versus local adaptation.
Issues:
International Marketing; Competitor Analysis; Brand Positioning; Brand Extension; Nanyang
Disciplines:
International,  Marketing
Industries:
Transportation and Warehousing
Setting:
Hong Kong/Asia Pacific, Medium, 2005
Intended Audience:
Undergraduate/MBA
Price:
$3.95 CAD / $3.95 USD Printed Copy
$3.40 CAD / $3.40 USD Permissions
$3.40 CAD / $3.40 USD Digital Download
Associated Materials
Translations: Simplified Chinese (17 pages) , Traditional Chinese (17 pages)
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