Question

One area to examine when dealing with this issue of strategy is the product (or service). Can the product be kept more or less the same for all countries or does it need to be altered & adapted in order to succeed in foreign markets?

To analyze the product issue we could look at a few areas:

1. The Level of Technological Innovation or Quality.

2. Changes in Packaging and Labeling.

3. Add-on features (often called “bells and whistles”) that add to a product’s appeal.

4. Service Issues.

Can you come up with examples to illustrate the areas listed above?

Answer 1

The product or services need to be altered as per the customer's or country's requirement and feasibility to use the

product/service.

For example: Air Conditioner (AC)

The electronic products AC protects the people from severe heat. The product need to be altered as per the requirement of the population, weather etc.

Analyzing of product issue with the following parameters:

1. Level of technology:

If we often see an advertisement on the TV for AC offered by Daikin, especially made for the Indian temperature. The each and every country's climate is different with the one another. Some country's are more hot humid some are not. The manufacturer Daikin AC offered the product which cool the room as per India's temperature.

2.Packaging and Labeling:

Packaging is done in order to the protect the product to stop from normal and abnormal losses during transit, loading and unloading. In this example, being an electronic product the product requires to be packed more precisely and carefully so that no part should be broken.

Labeling includes trademark, manufacturing and expiring dates etc. Here the product labeling requires direction of use in the particular country language , energy efficient.

3. Add on Features:

Add on features may include warranty of the product , the tag line especially made for India temperature coming in different variants ( 0.5 , 1 , 1.5 , 2 tons ) , save more power than others.

4. Service issue:

In country like India where there are more dust , the climate is more hot and humid the service provider should come up with providing more after sale services. The after sale services may include more frequent services and free services.