B783 Decision Support Research Paper

Module 7 Assignment 1: Decision Support Paper
Collaboration Technology
B7783 - Solution-Oriented Decisions Models
Argosy University

Introduction

Product and the Markets of Japan and India The current state of the art in the technology being reported on meeting the needs of the target consumer, marketing can be broken down into the elements of product, price, place, and promotion (Perreault, Cannon, & McCarthy, 2008) where the P of product refers to a physical good or service. When offering details for the P of product, the marketer must consider features, benefits, quality, branding, and packaging (Mullins & Walker, 2010; Perreault, Cannon, & McCarthy, 2008). For the brand looking to expand into global and international
A significant consideration for the global brand entering into the Japanese market is preference for goods that are made in Japan. When surveying young Japanese consumers, Aiello et al. (2009) found that, when compared to their compatriots in other areas of the world, the country where a product was designed was very important. The work from Czinkota and Kotabe (1999) would say that for the Japanese consumer having the country of design be Japan is preferable. When entering the Japanese market, while Ban & Jerry’s would keep its brand name, the picture of the owners that graces the packaging in the United States had to be removed (Hagen,
While the Japanese consumer may not want to see brands from outside of their home country, the Indian consumer finds global brands appealing (Goddard, 2010; Kumar, 2003). Wallström, Steyn, and Pitt (2010) shed additional light on the appeal of brand names to the female Indian consumer highlighting that brands can help the consumer express herself, specifically highlighting the users wealth and social status. Raman et al. (2003) noted the attractiveness of global brands to the Indian consumer, especially those with English and Western heritage and association. Javalgi, Granot, and Brashear Alejandro (2011) also found the Indian consumer open to foreign brands. With the Indian consumer looking for global brands, the company entering the Indian market can retain their global brand name, tout the country of origin, and communicate prestige and status with their positioning. Chandra, Rau, & Ryans (2002) found that companies like Procter & Gamble tended to standardize their brand’s positioning for products sold in the United States and to upper class Indian