Breathe Right Strips Case Study
Chi Ian Lo (Cammie)
MAN 105-01
Professor Fontes
October 20th, 2014
Case Study #2 Breathe Right
Question 1. What are the advantages and disadvantages for CNS taking Breathe Right strips into international markets?
According to the article of "CNS Breathe Right Strips", it mentions people worldwide suffer from snoring and the global market trends to increase availability of OTC products formerly available only by prescription; it also tend to self-care so the more people can afford basic medical care. However, they extend their products to other channels, like grocery. All those create more sales advantages for them and expand their business. On the other hand, They still have disadvantages. For example, they have to seek for a good and appropriate international partners who has better localized market experience and direct selling capabilities. After that, they need to understand the culture of the country (like UPC, packaging style, and placed behind the counter not visible to consumers) so they can able to make the arrangement. It takes around few weeks or more of government review to obtain in other country.
Question 2. What are the advantages to CNS of (a) using its three-stage process to enter new global markets and (b) having specific criteria to move through the stages?
(a) The advantages to CNS three-stage process is very specific : the first step involves the sellers and response to focus the right spot to the ultimate consumer. It requires lots of research. Next, they need to penetrate the marketplace which means the country's distribution channels is very different.
(b) The specific criteria are research, evaluated to minimize the risk, create review and options, and after that do adjustments.
Question 3. Using the CNS criteria, with what you know, which countries should have highest priority for CNS?
Based on CNS criteria, I think Japan has highest priority because they have higher sales on OTC products as I know they have more local
MAN 105-01
Professor Fontes
October 20th, 2014
Case Study #2 Breathe Right
Question 1. What are the advantages and disadvantages for CNS taking Breathe Right strips into international markets?
According to the article of "CNS Breathe Right Strips", it mentions people worldwide suffer from snoring and the global market trends to increase availability of OTC products formerly available only by prescription; it also tend to self-care so the more people can afford basic medical care. However, they extend their products to other channels, like grocery. All those create more sales advantages for them and expand their business. On the other hand, They still have disadvantages. For example, they have to seek for a good and appropriate international partners who has better localized market experience and direct selling capabilities. After that, they need to understand the culture of the country (like UPC, packaging style, and placed behind the counter not visible to consumers) so they can able to make the arrangement. It takes around few weeks or more of government review to obtain in other country.
Question 2. What are the advantages to CNS of (a) using its three-stage process to enter new global markets and (b) having specific criteria to move through the stages?
(a) The advantages to CNS three-stage process is very specific : the first step involves the sellers and response to focus the right spot to the ultimate consumer. It requires lots of research. Next, they need to penetrate the marketplace which means the country's distribution channels is very different.
(b) The specific criteria are research, evaluated to minimize the risk, create review and options, and after that do adjustments.
Question 3. Using the CNS criteria, with what you know, which countries should have highest priority for CNS?
Based on CNS criteria, I think Japan has highest priority because they have higher sales on OTC products as I know they have more local