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.
Sample solution
Dante Alighieri played a critical role in the literature world through his poem Divine Comedy that was written in the 14th century. The poem contains Inferno, Purgatorio, and Paradiso. The Inferno is a description of the nine circles of torment that are found on the earth. It depicts the realms of the people that have gone against the spiritual values and who, instead, have chosen bestial appetite, violence, or fraud and malice. The nine circles of hell are limbo, lust, gluttony, greed and wrath. Others are heresy, violence, fraud, and treachery. The purpose of this paper is to examine the Dante’s Inferno in the perspective of its portrayal of God’s image and the justification of hell.
In this epic poem, God is portrayed as a super being guilty of multiple weaknesses including being egotistic, unjust, and hypocritical. Dante, in this poem, depicts God as being more human than divine by challenging God’s omnipotence. Additionally, the manner in which Dante describes Hell is in full contradiction to the morals of God as written in the Bible. When god arranges Hell to flatter Himself, He commits egotism, a sin that is common among human beings (Cheney, 2016). The weakness is depicted in Limbo and on the Gate of Hell where, for instance, God sends those who do not worship Him to Hell. This implies that failure to worship Him is a sin.
God is also depicted as lacking justice in His actions thus removing the godly image. The injustice is portrayed by the manner in which the sodomites and opportunists are treated. The opportunists are subjected to banner chasing in their lives after death followed by being stung by insects and maggots. They are known to having done neither good nor bad during their lifetimes and, therefore, justice could have demanded that they be granted a neutral punishment having lived a neutral life. The sodomites are also punished unfairly by God when Brunetto Lattini is condemned to hell despite being a good leader (Babor, T. F., McGovern, T., & Robaina, K. (2017). While he commited sodomy, God chooses to ignore all the other good deeds that Brunetto did.
Finally, God is also portrayed as being hypocritical in His actions, a sin that further diminishes His godliness and makes Him more human. A case in point is when God condemns the sin of egotism and goes ahead to commit it repeatedly. Proverbs 29:23 states that “arrogance will bring your downfall, but if you are humble, you will be respected.” When Slattery condemns Dante’s human state as being weak, doubtful, and limited, he is proving God’s hypocrisy because He is also human (Verdicchio, 2015). The actions of God in Hell as portrayed by Dante are inconsistent with the Biblical literature. Both Dante and God are prone to making mistakes, something common among human beings thus making God more human.
To wrap it up, Dante portrays God is more human since He commits the same sins that humans commit: egotism, hypocrisy, and injustice. Hell is justified as being a destination for victims of the mistakes committed by God. The Hell is presented as being a totally different place as compared to what is written about it in the Bible. As a result, reading through the text gives an image of God who is prone to the very mistakes common to humans thus ripping Him off His lofty status of divine and, instead, making Him a mere human. Whether or not Dante did it intentionally is subject to debate but one thing is clear in the poem: the misconstrued notion of God is revealed to future generations.
References
Babor, T. F., McGovern, T., & Robaina, K. (2017). Dante’s inferno: Seven deadly sins in scientific publishing and how to avoid them. Addiction Science: A Guide for the Perplexed, 267.
Cheney, L. D. G. (2016). Illustrations for Dante’s Inferno: A Comparative Study of Sandro Botticelli, Giovanni Stradano, and Federico Zuccaro. Cultural and Religious Studies, 4(8), 487.
Verdicchio, M. (2015). Irony and Desire in Dante’s” Inferno” 27. Italica, 285-297.
Sample Answer
Sample Answer
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.
