Marketing mistakes assignment

Upon new technology they came up with naming their new product GPT for FEC-Plessey Telecommunications. In French the letters GPT means “ I’ve farted”. (Ricks D. 2006). French company “ BSN, one of the largest food manufacturing groups in Europe” (Doole & Lowe. 2001), wanted to target Japan for their yogurts. They conducted a survey and the results indicated that the Japanese wanted to become more international regarding their food choices. After two year of disappointing sales they performed follow up research which indicated that the Japanese people were far too polite to mark no on any of the original surveys that the company had performed.

Therefore, their original research was misleading as to the Japanese wanting their product. International firms use five change-based drivers to globalize their operations they are; “ 1) political-preferential trading agreement, 2) technological-advances in communications technology, 3) market-global firms become global customers, 4) costs-globalization of product lines and production helps reduce costs by achieving economies of scale, 5) competition-firms are defending their home markets from foreign competitors by entering the foreign competitors markets”. Ball et al, 2008). By using these five change-based drivers an international company can develop a strategy for selling their products in a foreign country. Of course marketing techniques that work in one country may not work in another. Therefore, it is imperative that the marketing is researched entirely before launching your product(s). Resources Ball, McCulloch, Geringer, Minor, McNett, D. , W. , J. , M. , & J. (2008).