Case Paper 1
Stephanie M. E
Microwaves are a suitable product to take internationally to most countries. Increasing microwave penetration opens up a wealth of opportunities to satisfy evolving consumer needs and even shape their future preferences. I think that as countries strive to become more westernized, microwaves will become a necessity. Microwaves will do well in countries that are “on the go” and having them in households will be a great way to encourage frozen foods into the market. Learned behaviors can change and they have in most countries as the times have changed drastically everywhere. Increasing microwave penetration opens up a wealth of opportunities to satisfy evolving consumer needs and even shape their future preferences. I think that in some regions consumers will insist on local language documentation where it would be less important elsewhere. From what gather from the article, there is not any sort of incumbent or competitor to the microwave, this is a big ticket. It is clear that since microwaves provide for more efficient cooking, this makes them attractive in any market. It is a big money saver to reheat something from earlier in the day to avoid wasting the food. Cost effective products always trump products that may not posses a clear tunnel to saving time and money. I think creating awareness about the product through the display of its direct capabilities and uses will generate positive return. All controllable forces involved such as management and internal teams such as marketing for LG and any other companies providing the product will need to be careful and research appropriately to get the timing just right to launch the product. Uncontrollable factors or external will be beyond the control of each company. If the culture simply does not show enough of an adjustment or the government finds an issue and changes a policy where the allowance of a microwave in longer permitted, problems may...
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