China

A. It seems like they used the same approach that they used when entering China's market and thought it would work in India. This worked for a small period of time and then the volume of sales began to reduce rapidly. I think entering the market with a standardized product could have been the mistake because they did not take into account what the people of that country were used to eating for breakfast. They could have tried to tailor their product to fit a preexisting market or could have looked to use a new market segment, such as selling their product to teenagers or college students.

B. The product may not have been the problem because it apparently did very well when it was first introduced to the market. I think the problem was the way in which it was positioned. The book said it was marketed for upper-middle class families, who consumed the cereal as a substitution for meals.

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Yet, if the company did more research they would have found that if they had positioned it as a snack or in restaurants it might have performed better. The example we were given in class, Dannon Yogurt, was originally a dessert in France, but when they entered the American market they found that consumers here eat yogurt as a snack and not a dessert.

C. The first thing is to look at what is currently in the market and how the product compares to it. Then you should do research; this may help you see who in this country you should position the product to and how this should been done. You should see if it is worth the time and money to place your product in this market. I would also take the knowledge gained from one country's use of the product to see if it works in other parts of the world. Then you should place the product in a place where your target market is able to purchase it and should follow up on how customers feel about your product.

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