CUMI’s case study

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August 4th, 2022

Please ensure you address all the parts of each question. All the questions are of equal importance and each question need to write 500 words. You should use concepts and frameworks from international business and the information that is provided in the case in the attachment.

1 Evaluate CUMI’s experience in China? What is CUMI’s problem in China? Why do you think CUMI is not able to translate its Russian success to China?

2 How important is China to CUMI? Is the management right in thinking about China centric strategy?

3 What are CUMI’s options in China? What would you recommend CUMI as China strategy? How would you implement this?

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