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SEPTEMBER 25, 2016
Q1. Why is Minolta facing a gray market problem at the time of the case? In your answer, appeal to consumer service output demands in the market(s) where gray market product is sold; channel flow performance; and the Equity Principle.
ANSWER: Minolta is facing the gray market problem because of the following reasons: 1. Significant Price difference between Germany/USA and Japan/Hong Kong market. Since the cost borne by the dealers in normal channel flow is same across different geography the profit for the dealers should ideally be same. However, the profit margin in Hong Kong and Japan is much lower than in Europe that it violates Equity principle. Thus the price in Hong Kong and Japan is so cheap that a smuggler, keeping a 5% margin and smuggling it to the USA and Germany market still finds it priced competitive than the price through Minolta’s normal channel. 2.
Uniformity of the product service outputs across geography. Minolta manages all its production and marketing from Japan and supplies same products and services across all geographies but at different price to its end customers. For instance: 1. They had uniform global warranty scheme bundled with the produ ct. 2. Same product line with same specifications, model numbers were sold across markets. 3. Uniform packaging was used for its products sold across markets.
Q2. Where is the gray market product originating? Trace the flow of gray market produc t and show financially how the gray market is supported.
ANSWER: The gray market product originated from either Japan or Hong Kong. Detailed product flow and prices can be seen in the Exhibit 1.
Q3. What do you suggest that Minolta do in the face of growing gray market sales? Consider these alternatives: (a) do nothing; (b) take action against Goddard; (c) vertically integrate further down into the channel; or (d) make product or warranty alterations to its products in different markets.
ANSWER: To address the problem at hand we propose alternative (d) make product and warranty alteration to its products in different markets. By doing this they will be able to make some differentiation between the products and services offered across geographies and thus might justify the price difference. Also, marketing and selling the different product models in Germany than in Hong Kong or Japan will deter the end customer from buying the low cost China’s imported products for perceived inferior quality than products sold in Germany. By doing the specific marketing campaign for different geography, Minolta would increase its referent power. Similarly, changing the warranty policy and not giving in warranty for products not
