CASE STUDY - SNAPPLE JUST CAN'T GET IT RIGHT - AMERICAN PRODUCTS DON'T SUIT THE JAPANESE CONSUMER

Adapted from: Cateora, P and Graham, J. 1999, International Marketing, 10th Ed., Boston: Irwin McGraw-Hill. Pages, 341 and 357.

QUESTION 1

Based on the information provided in the case study, and using relevant theoretical content, discuss consumer behaviour in terms of the following:

1.1 Interpreting the needs, wants and demands of consumers.

1.2 Market and other stimuli

1.3 Consumer psychology, and consumer characteristics

1.4 The buying decision process

1.5 The purchasing decision (as a stage within the buying decision process).

QUESTION 2

Write a report using the 'Assignment Introduction' specifications.

Please ensure that your report includes (but is not limited to) discussions on the following:

- A situation analysis of your chosen country:
o (PESTLE analysis and SWOT analysis);

- Marketing strategy:
o A discussion on segmentation, targeting, and positioning, within your country's market and explain how your marketing strategy was developed based on the situation analysis;

- Marketing mix decisions:
o Discussions on product development, pricing, distribution, and promotion within your country's market and substantiate how you developed your respective marketing mix decisions;

- Implementation and control (refer to Figure 30 - page 112 - in your PDBM Marketing Management study guide).