Aroma Australia Pty Ltd Goes to Japan
Case study6.2 Aroma Australia Pty Ltd goes to Japan
Overview of case study
Aroma Australia Pty Ltd is a successful company which performed very well in instant coffee industry. To prepare for a move into Japanese market, Ken Ishiguro who is the marketing manager of Aroma did amount of marketing researches on the instant coffee in Japan. Originally he came to the conclusion that it would be difficult for Aroma to enter Japanese market, due to the culture difference between Japanese and western consumers.
However, as there was not enough consumer behaviour data, research conducted on 1000 households in Tokyo by Market Intelligence Corporation (MIC) on this factor was used to further analyse the market. The report gave a variety of information in several consumer behaviour factors towards the leading instant coffee brand. Moreover, it provided a predicted data on the whole Japanese coffee market with a model called NBD-Dirichlet for purchase incidence and brand choice. The drawback to this model is that it didn’t consider the reason behind decision made by individual consumer on particular occasion. Ken compared five product categories to help him to face some challenges. With these data, which make him understand Japanese consumer buy brands of instant coffee.
Analysis and Evaluation of Questions
1. Consider why it is important for a marketing manager such as Ken Ishiguro to focus on consumer behaviour as well as consumer attitude, beliefs and intentions.
Ajzen (1991) proposed theory of planned behaviour (TPB). TPB hypothesis the higher attitudes toward the behaviour, subjective norms and perceived behavioural control are related to the stronger behavioural intention. Furthermore, behavioural intention can make significant contributions to predict behaviour (Ajzen 1991).
For Aroma Australia Pty Ltd, which wants to enter new market, it focuses on these factors can predict decision-making to apply different strategise and find out the target
Overview of case study
Aroma Australia Pty Ltd is a successful company which performed very well in instant coffee industry. To prepare for a move into Japanese market, Ken Ishiguro who is the marketing manager of Aroma did amount of marketing researches on the instant coffee in Japan. Originally he came to the conclusion that it would be difficult for Aroma to enter Japanese market, due to the culture difference between Japanese and western consumers.
However, as there was not enough consumer behaviour data, research conducted on 1000 households in Tokyo by Market Intelligence Corporation (MIC) on this factor was used to further analyse the market. The report gave a variety of information in several consumer behaviour factors towards the leading instant coffee brand. Moreover, it provided a predicted data on the whole Japanese coffee market with a model called NBD-Dirichlet for purchase incidence and brand choice. The drawback to this model is that it didn’t consider the reason behind decision made by individual consumer on particular occasion. Ken compared five product categories to help him to face some challenges. With these data, which make him understand Japanese consumer buy brands of instant coffee.
Analysis and Evaluation of Questions
1. Consider why it is important for a marketing manager such as Ken Ishiguro to focus on consumer behaviour as well as consumer attitude, beliefs and intentions.
Ajzen (1991) proposed theory of planned behaviour (TPB). TPB hypothesis the higher attitudes toward the behaviour, subjective norms and perceived behavioural control are related to the stronger behavioural intention. Furthermore, behavioural intention can make significant contributions to predict behaviour (Ajzen 1991).
For Aroma Australia Pty Ltd, which wants to enter new market, it focuses on these factors can predict decision-making to apply different strategise and find out the target