CNS Breathe Right Stripes Case Study
This case study will examine the “CNS Breathe Right Stripes: Going Global” it provides detail information in regards to the market opportunity and positions that are necessary for the company. Furthermore, breathe right stripes are innovative tools that can be use by everyone. Therefore, this case study aims to answer questions in regards to the stripes entering the global market.
Introduction
Breathe right stripes is a device use for chronic nasal congestion and was invented by Bruce Johnson who introduce it to the CNS company. The use of the product has a primary market in the sport organization for nasal sufferers and to help with snoring and many other breathing conditions. Breathe Right Stripe became a prominent device …show more content…
after it was use by Jerry Rice in the super bowl and got worldwide prestige. Breathe Right as a wide range of products; therefore, the ability to go global will offer them a wider demography and a larger market position. According to the case study the stripes comes in various forms such as vapors, clear, tan and even kids products there are also sprays for throat and nasal conditions as well as fiber choice and other portable vaporizers.
The advantages and disadvantages for CNS taking breathe right strips into the international markets are a huge factor. The advantages for global market is that they can increase its share in the market without been limited to the domestic structure. They would be able to gain partnerships with local suppliers where they would have the ability to steer clear of domestic licensing cost. The problem of congestion is a worldwide epidemic that exists in sports and in terms of snoring so the need for the product is one that would be a welling factor worldwide. Due to this reason a growing demand for natural products that promote wellness without the side effects offers a broad market potential internationally as well as its ability to address common problems. Thirdly, breathe right is an innovative product that has the ability to establish anticipation which makes the prospective of free public relations a great factor.
The disadvantages of international market entry are the local customs that must be adhering to, also the deficiency in name recognition of the product.
Furthermore, a stronger competition that might currently exist in the market, the marketing techniques may be different internationally from that of the domestic ones and the trade, laws and regulations can poses many obstacles. In addition, the international arena as to be an individual market that cannot be complicated due to its significant local norms and customs. The ability to execute the 4P’s in each country requires excess resources, capital and time management. The cost factor that will be associated with creating new packaging for the brand, consumer knowledge, advertising and effective distribution channels for the product to have the opportunity to have a fair chance in the market. CNS also has the responsibility of operating in a safe and environmentally friendly way that will ensure the rights of society.
The advantage of using its three stages process to enter new global markets will allow them to have access to a variety of valuable markets where they are able to provide efficiency and prioritize each market structure. This will offer a great chance to capitalize on its current formula for the cost of market size, needs and wants and the overall amount of …show more content…
entry.
In accordance to the specific criteria CNS have the ability to evaluate the solutions of new markets as a way of creating their own standards. They can also decide if expectations in the market are met and have the ability of making changes as needed in terms of sales and marketing approach. The option of setting objective for business performance and answers are important to the business success that allows CNS to control risk and exploring market positioning.
Using the CNS criteria with what you know, which countries should have highest priority for CNS.
According to the criteria set forth by the company, it examines the potential of its market size by looking at the amount of sales that are in the cough and cold class. In addition, the GDP and growth factor of each region are important elements that must be consider, the eminence in existing general partnerships. CNS also looks at how acceptable the product would be and the cost structure involves launching the strips. Other significant factors are the political circumstances that exist within the country, the amount of disposable capital and the demography and age of the population. Countries have to be identify on an individual basis and cannot be view as a global market the 4 P’s must have precedent in order to get a true understanding of the marketplace where education and consumer knowledge are given priority along with the right avenues of distributional channels.
The segment of potential Breathe Right strip users to target for new market is athletes and those who have congestion and snoring issues.
The ability to breathe and sleep comfortable are significant segments of the market so careful planning and approach are important to expanding the requirement of a new global entry. Snoring is a large segment of the population that have many repeat customers that is why CNS targets these customers when entering a new country. In addition, athletes are another important segment and get the most exposure and help to create a welcoming need for the strips but can also limit the use, which can affect marketing
opportunity.
The marketing mix variable that CNS should emphasize the most to succeed in the global arena is that of distribution. The reason being is the difference in channel and suggestion it has on positioning in the market. Their experience in gaining a strong partnership is vital to the success in a new country and the promotion of the product because it is not recognize by consumers and must gain that standard in the market to compete.
Breathe Right Strips is a successful brand that has many vital products that offer benefits to individuals across the globe and proper implementation and distributional channels are important market positioning, which makes competition a dynamic element for all businesses and encourage consumer wants and needs.
References
Crane, Hartley, Kerin and Rudelius(2011) video case Breathe Right Strips: Going Global, retrieve from: Marketing eight Canadian Edition, McGraw-Hill Ryerson.
Introduction
Breathe right stripes is a device use for chronic nasal congestion and was invented by Bruce Johnson who introduce it to the CNS company. The use of the product has a primary market in the sport organization for nasal sufferers and to help with snoring and many other breathing conditions. Breathe Right Stripe became a prominent device …show more content…
after it was use by Jerry Rice in the super bowl and got worldwide prestige. Breathe Right as a wide range of products; therefore, the ability to go global will offer them a wider demography and a larger market position. According to the case study the stripes comes in various forms such as vapors, clear, tan and even kids products there are also sprays for throat and nasal conditions as well as fiber choice and other portable vaporizers.
The advantages and disadvantages for CNS taking breathe right strips into the international markets are a huge factor. The advantages for global market is that they can increase its share in the market without been limited to the domestic structure. They would be able to gain partnerships with local suppliers where they would have the ability to steer clear of domestic licensing cost. The problem of congestion is a worldwide epidemic that exists in sports and in terms of snoring so the need for the product is one that would be a welling factor worldwide. Due to this reason a growing demand for natural products that promote wellness without the side effects offers a broad market potential internationally as well as its ability to address common problems. Thirdly, breathe right is an innovative product that has the ability to establish anticipation which makes the prospective of free public relations a great factor.
The disadvantages of international market entry are the local customs that must be adhering to, also the deficiency in name recognition of the product.
Furthermore, a stronger competition that might currently exist in the market, the marketing techniques may be different internationally from that of the domestic ones and the trade, laws and regulations can poses many obstacles. In addition, the international arena as to be an individual market that cannot be complicated due to its significant local norms and customs. The ability to execute the 4P’s in each country requires excess resources, capital and time management. The cost factor that will be associated with creating new packaging for the brand, consumer knowledge, advertising and effective distribution channels for the product to have the opportunity to have a fair chance in the market. CNS also has the responsibility of operating in a safe and environmentally friendly way that will ensure the rights of society.
The advantage of using its three stages process to enter new global markets will allow them to have access to a variety of valuable markets where they are able to provide efficiency and prioritize each market structure. This will offer a great chance to capitalize on its current formula for the cost of market size, needs and wants and the overall amount of …show more content…
entry.
In accordance to the specific criteria CNS have the ability to evaluate the solutions of new markets as a way of creating their own standards. They can also decide if expectations in the market are met and have the ability of making changes as needed in terms of sales and marketing approach. The option of setting objective for business performance and answers are important to the business success that allows CNS to control risk and exploring market positioning.
Using the CNS criteria with what you know, which countries should have highest priority for CNS.
According to the criteria set forth by the company, it examines the potential of its market size by looking at the amount of sales that are in the cough and cold class. In addition, the GDP and growth factor of each region are important elements that must be consider, the eminence in existing general partnerships. CNS also looks at how acceptable the product would be and the cost structure involves launching the strips. Other significant factors are the political circumstances that exist within the country, the amount of disposable capital and the demography and age of the population. Countries have to be identify on an individual basis and cannot be view as a global market the 4 P’s must have precedent in order to get a true understanding of the marketplace where education and consumer knowledge are given priority along with the right avenues of distributional channels.
The segment of potential Breathe Right strip users to target for new market is athletes and those who have congestion and snoring issues.
The ability to breathe and sleep comfortable are significant segments of the market so careful planning and approach are important to expanding the requirement of a new global entry. Snoring is a large segment of the population that have many repeat customers that is why CNS targets these customers when entering a new country. In addition, athletes are another important segment and get the most exposure and help to create a welcoming need for the strips but can also limit the use, which can affect marketing
opportunity.
The marketing mix variable that CNS should emphasize the most to succeed in the global arena is that of distribution. The reason being is the difference in channel and suggestion it has on positioning in the market. Their experience in gaining a strong partnership is vital to the success in a new country and the promotion of the product because it is not recognize by consumers and must gain that standard in the market to compete.
Breathe Right Strips is a successful brand that has many vital products that offer benefits to individuals across the globe and proper implementation and distributional channels are important market positioning, which makes competition a dynamic element for all businesses and encourage consumer wants and needs.
References
Crane, Hartley, Kerin and Rudelius(2011) video case Breathe Right Strips: Going Global, retrieve from: Marketing eight Canadian Edition, McGraw-Hill Ryerson.