Case study 2 Essay Example | Topics and Well Written Essays - 500 words

Case study 2 - Essay Example ased on the projected sales of Delissa in Japan prior to the launching of the product and based on the feasibility study undertaken related to the distribution of the yogurt products can be considered in an unsuccessful state. This can be attributed to the fact that although 8.5% share in the yogurt market is expected in the first year and 10% in the third year, the sales only reached 3% as its best (Jeannet, Gale, Kashani & Turpin, 1995). Based on the pool of data gathered on the sales and performance of the product line in Japan it can be considered that there are different possible reasons to the status of the sales and market share in Japan. These are marketing strategies, the image of the product, the delivery system and most importantly the preference of the target population. The marketing strategies can be related to the advertisements and the methods used to be able to make the product known and thus increase sales. The image of the product on the other hand can be related to the reason that can make the consumers buy the product such as the source, etc. This can be related to the preferences of the consumers. The said possible reason for the failure of Delissa is the fact that the taste of the Japanese people is different from that of the Swedish people. For that matter, the taste that the public is looking for in a yogurt can only be addressed by the local manufacturers, which can explain the continuous suc cess of the local brands. It can be assessed that Agria applied similar strategies used in other countries and expected to get similar results in spite of the knowledge that the Japanese market is a unique target having a strict culture and way of life. In addition, although Nikko can be considered as an ideal partner in Japan in relation to similar vision, mission and even operations as Agria, the distribution system has its weak point which was known by Agria at a late stage indicating lack of in depth market analysis prior to the launching