International Marketing Research Essay

1. Identification of Case IssuesBase your issues on theoretical inter groundal ethics concepts. As the international commercializeing manager, what ar the good issues to be considered in this case? Use journals to help eliminate your response depthThe comprehend aims at launching the naked fine craftiness coffee bean give away mar, and analysing the current good agnizeing of the Nipponese merchandiseing environ handst. The business viewed the ethical issue which child slavery has created an wrong comparative advantage, and the current food market for chocolate lies in the ethical fall in (Nicolas and Gittens, 2010). The result of the influence of good-trade foods among japanese shows that the participants in Japan do the ethical purchasing in observable condition much more than the unnamed condition (Kimura et al., 2012 Swaidan, 2012). The ethical purchasing of observable condition is or so that round making products in an environment where there is no child ho llo or child labour, that is environmentally conscious and where there is a pass judgment placed on workers and their safety (Nicholls and Opal, 2005 Impact of adverse scotch shocks on the Indian child labour market and the schooling of children of poor ho subroutineholds, 2012).Furthermore, the report claimed that is not only the purchasers participation of ethical fair deal, except also the corporation participations bear upon on fair trade as well especially under the effect of the global economic recession, businesses defy great potential to benefit or threaten at the market (Lynch, 2012 McCall-Rosenbluth and Thies,2011 Reed, 2009). According to the report of Swaidan (2012), Japan has suffered painful economic recession and a series of corporate misconducts and scandals over the last decade. In the meantime, peoples interests in business ethics and corporate social accountability perk up remarkably increased (Tsalikis and Seaton, 2011). There are many similarities exist amongst Japanese and American managers which including the pryive views on corporate social responsibility and unethical business practices (Tae and Nakano, 2008). Thus the merchandising scheme should to consider the nations business ethical understandings.Furthermore, according to a personal perspective, the sink ethical behaviour differs, which includes the relativist, utilitarian, and Universalist perspectives and found on socio-economic status (Fletcher and Crawford, 2011 Lynch, 2012). It states a market where degeneration is an issue as Japan ranked ordinal on the Corruption Perception Index of major emerging markets (Tae and Nakano, 2008 Tsalikis and Seaton, 2011). In Japan, the primarily views business ethics are through relativist and utilitarian perspectives (Fletcher and Crawford, 2011 McCall-Rosenbluth and Thies, 2011 Nicolas and Gittens, 2010).It lead evoke the previous ethical perspectives when business markets a fair trade product to the Japanese. The ethical behaviour differs across nations, influenced by universal attachments to governments, popular habit-builts, level of economic development, relative size of worldly concern sector, low income for public servants, obscure legal and political environments, high level of government figure and state ownership (Kimura et al., 2012 McCall-Rosenbluth and Thies, 2011 Swaidan, 2012). Moreover, according to Hofstedes four pagan dimensions, Japan outranks all other countries in the measure of masculinity (Fletcher and Crawford, 2011). Hence, the marketing dodging essential cater to the nations business ethical behaviours, and cultural dimensions facing fair trade products.2. Formulation of options or possible solutions with respect As the International marketing manager what are some alternative solutions, based on an ethical platform? Use journals to support your alternatives.Mars first entered the Asian market with a marketing strategy of sponsoring and graceful the official snack f ood of the 1990 Asian Games in Beijing (McElhatton, 2012). In addition, it claims that Mars has a legacy for aggressive instincts in international expansion, entrance the Eastern European markets after(prenominal) the collapse of the Soviet Union in 1991 (Allen, 2010). These movements lead to factories being opened in the Asian markets to better understand the home(prenominal) environments, and it is the solid foundation for Mars to target and market the Japanese market which it was successful in combining investment with community activities to pass on positive company behaviour in the political environment (McElhatton, 2012). Additionally, it proven that a link exists in successful brands surrounded by company ethical and social requirements, and the companys commitment to protecting consumer in good orders and interests (Castaldo, Perrini, Misani and Tencati, 2011 Fletcher and Crawford, 2011 McCall-Rosenbluth and Thies, 2011).Thus, Mars moldiness show it is not only has cor porate social responsibility plainly its interest in the rights of its consumers, in order to market a new fair trade brand of chocolate in Japan (Nicolas and Gittens, 2010). Further, the right for Mars consumers to have access to chocolate is fair trade that gives added value and competitive price (Allen, 2011). From the perspective of economies, fair trade marketing whitethorn be successful if it is existed that consumers whose additional willingness to pay for fair trade products are great than the additional marginal costs (Lynch, 2012). However, the consumers who felt greatly touch by the global recession yet want to consume ethically, marketers must deliver value without compromising these social values (Castaldo, Perrini, Misani and Tencati, 2011).The report substantiate that the Japanese expect companies to stand behind their product well after a sale is made. They are not particularly price conscious, just now rather rely on trust (McCall-Rosenbluth and Thies, 2011 Mc Elhatton, 2012). Moreover, there are restraining forces in the market such as political systems, legal requirements, cultural norms and economic development, that hinder the free flow of fair trade in the market (Fletcher and Crawford, 2011). In Japan, it is not simply enough to support the goods, but marketing mix is more important to the Japanese consumers who demand the after-sale services on financial resources, and the weakness of service is not tolerated in the Japanese market (Slavery involved in food production, 2008 Swaidan, 2012 Tsalikis and Seaton, 2011). On the other hand, the benefits of lowering 20 percent tariff of chocolate imports in Japan which is almost third times of the USA levy on imported candy (McCall-Rosenbluth and Thies, 2011 Reed, 2007).The chocolate potential market for Mars grows as the high tariff is acquiring lowered, and allowing a new fair trade chocolate brand greater entry. If Japan is a significant leader in the Asian locality drops its tariff, Korea as the other major potential market may total (Allen, 2011 Tae and Nakano, 2008). Japanese have their own take on Valentines twenty-four hours which is a big chocolate bargain foring frenzy (Tsalikis and Seaton, 2011). Gifts of chocolate from women to men on St Valentines Day have become a elusive key to gender empowerment in Japan.In Japan, women nationwide buy chocolates for their male co-workers rather than husbands and loved ones (Lewis, 1995). With this custom, women have successfully monopolized the means of socially defining chocolate, which is a large promoter for the industry. Being a custom based on culture, chocolate sales in Japan on Valentines Day continue to increase as cocoa prices soar. It means that the duty is expanding, which could offer the new opportunities for an ethical fair trade alternative in the region (Allen, 2011 Fletcher and Crawford, 2011). Thus, marketing to the Japanese based on custom rather than the individual consumer is advised.3. Rec ommendation or choice of solution read a stand. What would you do as the International marketing manager for this company, based on an ethical platform? What are you going to recommend to the circuit card?First of all, Japan is a rapidly growing market where corruption is an issue. The stakeholders should be the focus, and holistic and corporate social responsibility marketing is a strategic consideration (Tae and Nakano, 2008 Tsalikis and Seaton, 2011). The chocolate company Mars is recommended to use value-based labelling in order to increase consumer awareness of the brand. Moreover, individuals motivations from extrinsic social factors such as reputation-enhancing opportunities should be moulded around brand appearance and marketing strategy, which is rely on the product add value to the consumer thereby further building and maintaining the subjection of the consumers (Fletcher and Crawford, 2011 McCall-Rosenbluth and Thies, 2011 Nicolas and Gittens, 2010). Secondly, a market -oriented solution is best for entering and marketing a fair trade chocolate brand in Japan, because Japan is a operable market to launch a brand, currently ranked third in world GDP (McCall-Rosenbluth and Thies, 2011 Tyler, 2012).The chocolate company Mars should consider about the ownership attributes, the location attributes and the internalisation for market entry (McElhatton, 2012). Mars could use the host marketers for the purpose of launching the market strategy from within the domestic environment. Furthermore, Mars could report the ethical practises to consumers which include ethical initiatives such as discontinuing marketing to children under age 12, and it is rely on brand justice through Mars philosophy of mutuality of benefits for all stakeholders (Reed, 2007). It might low gear distribution regulations and prevent ethical, legal and cross-cultural misunderstanding in brand marketing and promotion (Fletcher and Crawford, 2011 McCall-Rosenbluth and Thies, 2011).Thir dly, Countries differ greatly in their ethical standards and consumer expectations (Tae and Nakano, 2008). In Japans political system, dominant economic interests caused deep changes, so in the other word, Japan is the very embodiment of stability (Tsalikis and Seaton, 2011). On the other hand, as approximately ten percent of sales are from the Australasian region, Mars success has resulted from a simply philosophy go where the consumer economy is growing and the consumer is our boss. (McElhatton, 2012 Tyler, 2012). Thus, the assessment predicts a minor political could impact of the new product brand and low transaction cost (Fletcher and Crawford, 2011). furthest but not least, Japan has greater equality of incomes between high and lower incomes and market incomes (Kimura et al., 2012). This is ever more present as Japanese consumer social awareness grows and the distance is shortened between company and customer, due to communication advancements (McCall-Rosenbluth and Thies, 20 11). The chocolate company Mars could potentially take a large market segment by marketing a CSR strategy in this high-income country via differentiation (Allen, 2011). Besides, the growth of e-commerce has diminished national barriers, then advertising campaigns directed at the Japanese market can be optimised online (Fletcher and Crawford, 2011 McElhatton, 2012).ReferencesAllen, L.L. (2011). Chocolate fortunes the battle for the hearts, minds, and wallets of Chinese consumers. Retrieved from http//site.ebrary.com.ezp01.library.qut.edu.au/lib/qut/docDetail.action?doID=10342364 Castaldo, S., Perrini, F., Misani, N., & Tencati, A. (2011). The missing link between corporate responsibility and consumer trust the case of fair trade products. journal of Business Ethics, 84, 1-15. doi 10.1007/s10551-008-9669-4 Fletcher, R., & Crawford, H. (2011). International marketing an Asia-Pacific perspective fifth edition. Frenchs Forest, NSW Pearson Australia. Kimura, A., Mukawa, N., Yamamo to, M., Masuda, T., Yuasa, M., Goto, S., Oka, T., & Wada, Y. (2012). The influence of reputational concerns on purchase intention of fair-trade foods among Japanese adults. pabulum Quality and Preference, 26(2), 204-210.