SCRIPT FOR MEETING – Unit 1
Hudson Corporation Meeting Script
Topic: Expanding Hudson’s Sales in European Markets
Participants: Van Anh, Nga, Linh, Quynh
Duration: ~15 minutes
Meeting Agenda
1. Opening the meeting
2. Discuss each marketing strategy
3. Evaluate strengths and weaknesses
4. Choose the best two strategies
5. Final decision and closing
MEETING SCRIPT
1. Opening the Meeting
Van Anh: Good morning, everyone. Thank you for joining today’s meeting. As department
managers of Hudson Corporation, our task today is to discuss possible marketing strategies for
expanding Hudson’s sales in the European market. We need to evaluate the advantages and
disadvantages of each option and finally choose the two best strategies for the company. Before
we begin, let’s quickly review the agenda. First, we will discuss each strategy, then evaluate
them, and finally decide on the two most suitable options. Does everyone agree?
Nga: Yes, that sounds good.
Linh: I agree.
Quynh: Sounds perfect.
2. Discussing the Strategies
Strategy 1 – Reposition the Brand
Van Anh: Let’s start with the first strategy: relocating the brand. Hudson would sell products at
medium prices and manufacture them in countries with lower labor costs, such as China or India.
What do you think about this option?
Nga: I think the biggest advantage is lower production costs. Hudson could offer more
competitive prices in Europe and attract middle-income customers. This strategy may also help
the company increase sales volume quickly.
Linh: That’s true, but there are also some disadvantages. Hudson is famous for luxury products
and the “Made in America” image. If production is moved abroad, customers may think the
quality has decreased. That could damage the brand reputation.
Quynh: I agree with Linh. European customers who buy luxury luggage often care about
craftsmanship and exclusivity. A low-cost strategy may weaken Hudson’s premium image.
Van Anh: So overall, this strategy could increase short-term sales, but it may hurt the luxury
identity of the company in the long run.
Strategy 2 – Develop the Hudson Brand
Van Anh: Now let’s move on to the second strategy: developing the Hudson brand as an
exclusive luxury brand while keeping the “Made in America” label.
Nga: Personally, I think this strategy matches Hudson’s identity very well. European customers,
especially in countries like Switzerland, France, and Italy, appreciate luxury brands with strong
heritage and high quality.
Linh: I agree. Using famous celebrities and product placements in films could increase brand
awareness and make the products look more prestigious and fashionable.
Quynh: Another advantage is that Hudson can target wealthy customers who are willing to pay
high prices for premium products. That means higher profit margins.
Van Anh: Good points. Are there any disadvantages?
Nga: The main problem is cost. Advertising campaigns, celebrity endorsements, and maintaining
American production would be very expensive. Also, luxury markets are highly competitive in
Europe.
Linh: Yes, but if the strategy succeeds, Hudson could build a very strong long-term position in
the market.
Strategy 3 – Hire a Top Designer
Van Anh: Next, let’s discuss hiring a top designer to create a new range of products for younger
and fashion-conscious customers.
Quynh: I think this is a smart idea because younger professionals in Europe care a lot about
fashion and design. Stylish travel bags and smaller suitcases could become very popular.
Nga: Yes, and creating a new label would allow Hudson to attract younger customers without
changing the image of its traditional luxury products.
Linh: However, hiring a famous designer would be costly, and there’s no guarantee the new
products would succeed. Fashion trends change quickly.
Van Anh: That’s true. It’s a creative strategy, but also risky.
Strategy 4 – Develop a Wider Product Range
Van Anh: Let’s continue with the strategy of developing a wider product range, such as
backpacks, briefcases, and shoulder bags.
Nga: I think this strategy is practical because it allows Hudson to reach more customers and
increase sales opportunities. People use these products every day, not only when traveling.
Linh: Also, offering more affordable items could introduce new customers to the Hudson brand.
Quynh: But selling products at lower prices might reduce the exclusivity of the brand. Hudson
needs to be careful not to look too ordinary.
Van Anh: Good observation. Brand consistency is important.
Strategy 5 – Stretch the Hudson Brand
Van Anh: Now let’s discuss stretching the Hudson brand into luxury watches and jewelry.
Nga: This could increase brand prestige because watches and jewelry are strongly connected
with luxury lifestyles.
Linh: However, Hudson is mainly known for luggage, not fashion accessories. Customers may
not trust the brand in these new categories.
Quynh: I agree. It may confuse customers and distract the company from its core business.
Van Anh: So this strategy may be too risky for now.
Strategy 6 – Develop Sales Using E-commerce
Van Anh: Finally, let’s discuss expanding sales through e-commerce.
Nga: I think this is essential nowadays. Online shopping is very popular in Europe, and e-
commerce allows Hudson to reach customers in many countries quickly.
Linh: Another advantage is lower operating costs compared to opening physical stores. Hudson
can also use digital marketing and social media to promote products.
Quynh: The disadvantage is strong online competition. Customers can easily compare prices
with cheaper brands. Also, luxury customers sometimes prefer shopping in physical stores for the
premium experience.
Van Anh: That’s true, but overall e-commerce seems very important for international expansion.
3. Final Decision
Van Anh: Now we need to decide which two strategies Hudson should focus on. What are your
opinions?
Nga: I strongly support developing the Hudson brand as a luxury brand. It protects Hudson’s
identity and matches European demand for premium products.
Linh: I agree. I also think developing sales through e-commerce is necessary because it can
quickly increase market reach across Europe.
Quynh: I support those two strategies as well. Together, they can strengthen the brand image
while also increasing accessibility and sales.
Van Anh: Great. So we all agree that Hudson should focus on:
1. Developing the Hudson brand as an exclusive luxury brand
2. Expanding sales through e-commerce
These strategies will help Hudson maintain its premium image while reaching more European
customers efficiently.
4. Closing the Meeting
Van Anh: Thank you, everyone, for your ideas and participation today. I think we had a very
productive discussion and made a strong decision for Hudson’s European expansion. The
meeting is now adjourned.
Nga: Thank you.
Linh: Thanks, everyone.
Quynh: See you all next time.