Individual Research Methodologies

Individual Research Methodologies

Name student

MKT/450

Xx/xx/2012

Instructor name

Individual Research Methodologies

XYZ, Inc. has decided to enter the German market. Germany has a vast culture that needs to be considered when marketing a product. Cultural differences include taste and beliefs. Knowing the German market can increase the sales and profit for XYZ, Inc. The product introduced can vary from organic pet food, electronics and clothing. The German consumer is particular to what he or she purchases. XYZ, Inc. should focus on the demand of the German consumer before deciding what product to introduce in the German market. XYZ Inc. should follow objectives, determine strategies, and implement ideas to enter the German market.

Objectives

The objectives of the marketing team for XYZ Inc. include knowing the market. Knowing that Germany is highly involved with the preservation of the environment, a green or organic food market would be profitable. According to the Euromonitor in 2003, there are 16,000 greengrocers (Cateora, Graham, 2007. p. 399). The tastes of the German people include fabric. “French men insist that trousers be suitable for cuffs; German men cannot be bothered with cuffs. Rayon and other artificial fabrics are impossible to sell in Germany, but next door in Holland artificial fabrics are popular because they are much cheaper” (Cateora, Graham, 2007. p. 403).

Branding in market research is important as well. Pet food that is organic and possibly human consumable is important to the German people. XYZ Inc. will need to discover popular pets in the region to determine what type of dog or cat will need to be displayed on the packaging. “The image of Sam Walton’s English setter on packages of its private-label dog food, Ol’Roy, was replaced with a terrier after Wal-Mart’s German executives explained that terriers are popular in Germany, while setters aren’t familiar” (Cateora, Graham, 2007. p. 403). The ultimate...