International Marketing (Class-9)
Arun Bhattacharyya
Faculty MemberJIM, Noida
Trying to research consumption patterns…
*Hot-milk based drinks……
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In UK they are considered to have sleep-inducing, resting & relaxing properties and hence are consumed before bedtime
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In Thailand they are taken before going to work in the morning as they areseen as energy-giving and stimulating
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In US they are taken in cold weather, either in the morning or evening, andfor different reasons each time of the day.
*And let’s look at Mattel Inc…
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The co. did a focus group interview with children in several countries
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And decided to sell a unmodified Barbie globally, against the wishes of thelocal managers
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Sales declined dramatically in 2003-03 as parents did not like the blondeBarbie
Selling Apples in Japan….
*Washington State apple growers needed 24 years to enter Japan
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Entered in 1995 & sold 8500 tons in the same year
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But in 1996 sales dropped to 800 tons
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Reason: Japanese eat apples seasonally, while in US they ate it round the year
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Also Japanese elders did not like the young ones to abandon loyalty of localgrowers for lower priced American products
*As for Apples of the computer variety…
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Japanese businesses have been relatively slow to use PCs to boost productivity
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Managers prefer face-to-face network than through electronic gadgets
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Japan has fewer info professionals than does US
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So Apple has a smaller market in which to operate
So how will a firm conduct an opportunity analysis in a foreignmarket?
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