Group 5

Class: CLC_19DMA02
Subject: International Marketing

CASE 6
1. How would the self-reference criterion apply to this case?
Youtoi has applied self-projection from the laws on the issues of alcohol use while driving and
causing accidents in Japan to apply to different cultures across a number of countries, specifically
one country in the article. Some families have the same widespread alcohol laws as Germany.
2. What type of research would need to be performed in other for Youtoi to have the best chance
of successfully marketing the Mobile You breathalyzer in Germany?
In Germany, study was conducted on the characteristics and behavior of beer drinkers, both young
and old. This type of study aids in better understanding beer consumption as well as determining
what German customers want, allowing for the development of MOBILE YOU product
penetration tactics.
3. Describe the research design process as it pertains to marketing the breathalyzer in Germany?
The structure of scientific research questionnaires serves as the foundation for research models.The
questionnaire will assess customers' perceptions of the sample product's need and value. Model of
general structure, based on age,employment, beer use intensity, and have never used any meters,
are interested in automatic measurement devices or not. We can then capture it from there
consumer psychology and provide solutions for the business.
4. What kinds of macrolevel factors should be obtained before introducing the product in
Germany?
The macro factor that should be achieved before introducing the product in Germany is to convince
the German Government to show them the benefits of using this product so that they will encourage
their citizens to use the product widely. cobble. Each country's culture is different, so before
introducing their products in Germany, it is necessary to study the culture of alcohol use to see if
the product is suitable before being put on the market.
5. How could a sample of consumers be selected for this study? What type of sample should be
obtained?
As a general survey, the questionnaires will be used on personal Facebook and emails by retrieving
information from pubs. survey on-site while waiting for beer, or ask some customers to do surveys
by giving gift certificates when drinking beer.
A lot of samples in a survey method, more specifically, there are mixed opinions. Don't just
speculate on customers emotionally, simply step out and start collecting accurate feedback from
customers. Customer opinions are the key to helping you improve your product. When a product
is put on the market, it always encounters two-way opinions, some people like it and some people
don't. The opinion of satisfied customers means that you should maintain that feature of the
product. As for the unsatisfied comments, you will know where the weak point of the product is
and then improve it to be more suitable.
6. What would the appropriate role of qualitative data be in this case?
The qualitative factors, in this case, are gender, use more or less, drink because of nature, the
worse. “The lagal drinking age in Germany is sixteen, but children as young as fourteen may drink
alcohol if they are accpeted by their parents …...” “Approxiemately 25% of the male mortality in
the fifteen to twenty-nine….driving impairment ”
7. To wat extent should formalized research be attempted in the case? Should it be attempted at
all? Why or why not?
In this case, try product research, price research, sales promotion research, and distribution channel
research. Because the above factors all play an important role in shaping the success of the product
in a new market, we must prepare, research the market, and face difficulties. when bringing the
product to another culture.
8. To what extent should product, pricing, promotion, and distribution research be utilized in
this case?
Research, pricing, and marketing should all be done in stages. Because customers do not fully
appreciate the value and benefits of having personal meters in the first phase, the price policy will
include numerous incentives to entice consumers and increase the amount of information received
through various types of advertising. When firms are solid in the second phase, they will invest in
and develop technology and packaging, encouraging consumers to utilize the product as a
necessity.
 CASE 7
1. What product category best matches carpeting, convenience good, shopping product, or
specialty product? Does the company’s sustainability program influence your answer? If so,
how? If not, why not?
The firm is a manufacturer for carpets and the carpets created by FLOR can be classed as
specialist product as these carpets are designed for different spaces like residential, commercial
spaces, offices, etc. based on the requirements of the respective area that the carpets are bought
for. Interface has special focus on sustainability and has maintained a reputation as one of the top
companies for sustainability. Furthermore, the company’s sustainability program is important with
thiskind of product and it’s one of the most important aspect of Interface. The company's
sustainability program has no bearing on product classification because all of the company's
carpets adhere to the sustainability program's objective and vision. Regardless of the amount of
the order for the product, the policy of guaranteeing sustainable development remains unchanged.
2. Explain how the core product, the packaging, and the auxiliary dimensions of carpeting
produced in a sustainable fashion might create a marketing advantage.
The core product, packaging, and auxiliary dimensions of a carpet made in a sustainable manner
provide a marketing advantage since it encourages customers to buy a product that is made in a
way that is both environmentally friendly and effective. This demonstrates that the brand is focused
on competing while not harming the environment, whereas other manufacturers may not share this
goal. The pricing is appealing, the flooring is durable, stain resistant, and marketable to both
individuals and companies. The ground surface must comply with toughness models, have recolor
resistance standards, and be in good condition. The ground surface meet toughness models, must
have recolor opposition levels, and is attractive to the customers and organizations.
3. Where is carpeting in the product life cycle? Using product cycle theory, where would
sustainable modular carpet products fit?
The stages of a product's life cycle are as follows:
+ The introduction phase is when a new product is first launched to the market.
+ Growth phase: During the growth phase, the product has begun to enter the market and is
beginning to generate profits.
+ Maturity phase: During the maturity phase, the product is generating the most income possible
from the market, and the primary focus is on client retention.
+ Deteriorate stage: As the product loses its older position where it had the greatest market demand,
the product line begins to decline.
To minimize losses, marketers aim to keep as many clients as possible. FLOR carpets were first
launched on the market in 2008. The firm is content with its present position and is striving to gain
new consumers in order to boost earnings. In product life cycle, carpeting has certainly reached its
maturity stage. There are plenty of competitor companies with newer innovations entering the
market. In the product life cycle modular carpeting would fall into the growth category. This is the
stage a product enters, when sales begin to grow more rapidly and profits are realized. The
Interface company, with its Mission Zero, a mission to only take from the Earth what could be
replenished from Earth, managed to achieve its goal and the sustainability program resulted in
dramatic increase in sales with huge growth in profits. Additionally, they have plans to eliminate
any negative impact it has on the environment by the year 2020, which earned them a lot of positive
publicity. It appears that they will continue to grow and profit. The marketer here would focus on
creating product awareness and penetration into the market.
4. What product support service would be crucial for Interface?
Consulting services can be very important for INTERFACE, because there are actually a lot of
products as well as colors, designs and thickness. The staff will advise in accordance with the price
of customers, in accordance with the space where consumers want carpets. In addition, support
services as well as innovation policies are also very important for businesses to achieve their
environmental protection key message. If plastic products are not treated, they will cause
extremely bad impacts on the environment.
6. How could Interface’s sustainability program generate brand loyalty or brand equity,
especially when the brand is less-well-known than other carpet manufacturers?
Interfaces sustainability program generates brand loyalty and equity because the company made
this clear connection between its mission and its products. Thus, interfaces succeed to be attractive
and marketable to consumers and businesses. (one of the most admired company in the states) for
several reasons: their focus on innovation, their strong leadership, durability standards, focus on
their mission, lower cost for a better respect of environment. It seems like the company wins it all,
furthermore the sustainability is more and more popular in the market and even if the brand is less
known than other carpet manufacturers the sustainable and green aspect is what brings their
customers.