The Role of Marketing Research in Global Market Success
The Role of Marketing Research in Global Market Success
Oreos global success is often attributed to its ability to adapt marketing campaigns for different cultures. For example, in China, Oreo modified the sweetness of its cookies and launched an engaging social media campaign. However, not all brands have succeeded in this. Disney faced difficulties when they launched Disneyland Paris with strict American-style employee appearance rules, which clashed with French cultural values on individualism and privacy. Similarly, Mattel believed that Japanese girls would like Barbie just as American girls did, but this assumption failed due to cultural differences in perceptions of beauty and play.
Discussion Question: How can thorough market research, particularly understanding local cultural preferences, help companies avoid mistakes like those made by Mattel and Disney? Use the examples to explain which steps in the research process (problem definition, data collection, etc.) could have improved their outcomes.
The Role of Marketing Research in Global Market Success
Thorough market research plays a critical role in ensuring that companies successfully navigate global markets by understanding local cultural preferences. The examples of Mattel's Barbie and Disney's Disneyland Paris highlight how a lack of cultural insight can lead to significant missteps. To avoid such pitfalls, organizations must follow a structured market research process that includes thorough problem definition, effective data collection, analysis, and implementation of insights.
Problem Definition
The first step in the market research process is defining the problem clearly. For both Mattel and Disney, the failure to recognize cultural differences was a fundamental issue.
- Mattel: The assumption that Japanese girls would appreciate Barbie as American girls did indicates a lack of understanding of local beauty standards and play patterns. A more nuanced problem definition could have highlighted the need to explore Japanese cultural perceptions of dolls and beauty.
- Disney: Disneyland Paris's strict American-style employee appearance rules clashed with French cultural values surrounding individualism and personal expression. Defining the problem with a focus on local cultural norms could have emphasized the importance of employee appearance flexibility in France.
Data Collection
Once the problem is clearly defined, effective data collection is vital to gather relevant insights.
- Qualitative Research: Both brands could have employed qualitative research methods, such as focus groups and interviews, to gain deeper insights into local consumer preferences and values. For instance, understanding how Japanese children engage in imaginative play or how French citizens view workplace individuality could have informed product adaptations and marketing strategies.
- Quantitative Research: Surveys could provide measurable data on preferences and attitudes. For example, Mattel could have conducted surveys to gauge interest in different doll aesthetics or features that reflect Japanese beauty standards. Similarly, Disney could have surveyed potential visitors about their expectations for employee appearance and park culture.
Analysis and Interpretation
After data collection, analysis plays a crucial role in interpreting the findings accurately.
- Cultural Analysis: This involves assessing how cultural values influence consumer behavior. By analyzing the data collected, Mattel could have understood that beauty ideals in Japan differ from those in the United States, leading to a more culturally relevant Barbie line. Disney could have recognized that French consumers prioritize individuality over conformity, allowing for employee appearance standards that align more closely with local values.
Implementation of Insights
The final step is implementing the insights gained from research into marketing strategies and product development.
- Product Adaptation: Based on insights from cultural analysis, Mattel could have developed a Barbie line that reflects Japanese beauty ideals and incorporates elements of Japanese culture. Disney could have adjusted its employee appearance policies to allow for more personal expression, making the workplace more culturally acceptable.
- Marketing Strategies: Both brands should tailor their marketing messages to resonate with local consumers. This includes using localized advertising that reflects cultural values, norms, and preferences.
Conclusion
In conclusion, thorough market research—particularly an understanding of local cultural preferences—can help companies avoid costly mistakes like those made by Mattel and Disney. By clearly defining problems, employing effective data collection methods, analyzing cultural insights, and implementing strategies based on research findings, organizations can navigate global markets more successfully. Cultural sensitivity and adaptability are essential components of effective marketing research that can lead to sustained success in diverse markets.