Product policy of SC Electrecord S.A.
Product policy of SC Electrecord S.A.

Summary/Abstract: The global brand has the advantage of the scale economy, facilitates the company image and prestige and sometimes benefits even from its origin country effect. Its use is quite difficult (the semantic variations can impede the use of the same brand). The international brands act as a restriction against standardisation (the product should not be differentiated as there are internationally accepted and recognised brands). This paper makes an overview description of the general market environment, but also of themarket environment of SC ELECTRECORD S.A.; it underlines the product characteristics as well as the commercial diagnosis within SC ELECTRECORD S.A.

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