Case Study Analysis Essay

1666 Words Apr 29th, 2016 7 Pages
Case Study Analysis
Larry Dean
Psy 322
June 2, 2014
April Ward

Case Study Analysis

When a company makes the decision to market their product or service to multiple cultures, they must be very aware of the intricacies and differences between each of the cultures. While some customs or traits associated with a particular culture are very overt or obvious, others may not be. Detailed analysis must be done to ensure that all of these traits have been considered. Failure to do so could result in a lack of profits at best and a negative hit to a brand name at worst. Two case studies give examples of companies attempting to market and sell their products and services in new cultures.
Case One: Japan to Apple’s iPhone: “No
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3G data network technology on cell phones had been in use for some time there. Other technical features such as GPS and navigation were also “old hat”. And perhaps the most touted feature of the iPhone, the touch screen, was not of much interest to the Japanese people because they weren’t certain that they could get used to it. Further lessening interest from the Japanese people in the iPhone was the lack of features that they had already become accustomed to like using their smartphones as debit cards and for viewing digital and satellite television. One feature in particular, called “emoji”, was missing on the iPhone. This application allows the user to easily insert clip art into messages. This was an extremely popular feature in Japan at the time.
The mistake that Apple made when they released the iPhone in Japan was not the release itself. It only made sense to introduce the first of what would become a quickly-progressing line of high-end smartphones into arguably the most technologically savvy country in the world. The mistake was made in the marketing effort. The first problem was in the marketing analysis. When selling a product to a particular demographic it is extremely important to first understand what the needs are in that demographic that your product might meet. This is especially the case with technology, where advancements come at such a fast pace that everyone is always forced to look ahead in order to compete.

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