Question

(International Management) New Market Entry

If you were given the task of taking a new consumer product into Indonesia, as an international marketing manager, where would you start? How would Japan be different?

Answer 1

International market is totally different features and factors impacting the business environment. While launching a new consumer product into Indonesian Market, as a manager i will take following steps:

1) Market survey:

I will analyze the key aspects of Indonesian markets like what kind of consumer products has more demand. What kinds of packaging, pricing and selling styles are prevalent in Indonesian Market. Even, I will find out the name of market players into same product segment. I will make a thorough study of their marketing mix. (Product, price, place, and promotion)

2) Consumer survey:

Indonesian consumer's styles, tastes, preferences, values, attitude and life styles will be taken care into considerations while launching a new product.  

3) Adoption of STP strategy:

Segmentation, targeting and positioning will be introduced once data pertaining to market features and consumers types will be collected.

4) Taking care of Government regulations:

I will take the help of local business consultants who will assist me in getting permission as well as supporting my business in terms of legislator framework. Even, tax laws and employment laws will be helpful as per their suggestions and recommendations.

5) Setting up the distribution and services strategies:

I will make more efforts to advertise my new products with the help of social media, news paper, yellow pages, TV commercials etc. I will make plan to distribute the products via whole salers, agents and retailers.

2) Japan culture is different one as compared to Indonesian market. A Japanese person believes in:

1) Quality

2) Optimum utility

3) Long term relationship with the Industry.

A different kind of study will be required to do so as to get data for Japanese consumers and market forces. I will start from market based consumer survey which will provide us information’s like Attitudes, values, beliefs, shopping habits, product utility preferences, brand consciousness , etc. I will utilize first the requirement of consumers then I will formulate the strategy as per their expectations.