Cereal Manufacturer Essay

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1. Was entering the market with a standardize product a mistake? General business across national boundaries entails that products are marketed to suit the targeted international markets. This entails that products are marketed to the respective cultural preferences. According to Hofstede (1984), Culture is the collective programming of the mind, which distinguishes the members of one category of people from another. For the purposes of the [study], culture is defined as the shared patterns of behaviors and interactions, cognitive constructs, and affective understanding that are learned through a process of socialization. These shared patterns identify the members of a culture group while also distinguishing those of another group. When a product is introduced to the market, growth is slow due to limited awareness. As the product is establishing itself, sales will start to increase during the period of growth. As the product reaches maturity, the company needs to inject new life into the product, either by creating brand extensions or variants otherwise the product will reach maturity and start to decline. Kellogg's had to understand how the product could be extended into a series of variants which would keep the core product strong, but grow the brand as a whole. Manufacturing capability is another key issue. If launches of new products are successful in global markets, Kellogg's must have the manufacturing capacity to meet consumer demand as well as the supply chain necessary to reach those consumers. 2. Was it a problem of the product or the way it was positioned? Kellogg's focuses on sustainable growth. This involves constantly looking for ways to meet consumer needs by growing the cereal business and expanding its product portfolio. Market research is a specific area of marketing

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