Sante Fe was a bonus relocation relocation services provider based in Hong Kong. Founded in 1980, the company built a reputation for reliable, high-quality packager and motor household goods. By 2000, the company also offers a full range of services to support resettlement, including visa and immigration applications, search home, cultural and language training. Santa Fe moved to immigrants and their families between Asia 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 major challenges: differentiation and brand positioning in the crowded and often driven by market price, which includes an expanded range of services in accordance with the original brand and gain market acceptance for these additional services and brand management in the Asian region with an effective balance of standardization against local adaptation. "Hide
by Niraj Dawar, Nigel Goodwin Source: Richard Ivey School of Business Foundation 18 pages. Publication Date: January 13, 2006. Prod. # 905A29-PDF-ENG
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