Understand the Marketplace

The product you are developing must fit into a marketplace and be saleable within it. I can relate two stories of how companies did not understand the marketplace failed with their products until they did. The first relates to the automobile manufacturers in the US who complain for many years that the could not make inroads into the Japanese market as the Japanese companies had done in the US. I am sure there were some quality issues that were part of the problem BUT the major issue had to do with the products basic design. As you amy or may not be aware the Japanese drive the way the British do and there fore require the steering wheel to be on the right side of the car. The US automaker did not do this when trying to enter the Japanese market and therefore there was no interest. Once the automakers changed this philosophy they miraculously started to make inroads into the Janpanese market place. So even the largest of companies do not do the basics when it somes to understanding a new and different culture. The secomd story deals with a major retailer who was entering a new markeplace, namely South America, and send container loads of mens underwear to the markets from the US. The only problem they were all WHITE which of course is the predominant color in the US. However, from what was related to me, it is not the color of choice in South America and especially the countries that the retailer was going to open stores in. Therefore the inventory sat and did not move until it was replaced by colored underwear in the approproate color ranges. Again no mattewr how small or large your comapny is you must understand the marketplace you are going to sell into and the colors and other issues that will hamper your maiximizing of potential sales. Do not get caught in the thought that if I build it they will come. ------AND NOW FOR THE COMMERCIAL---if you need help with these and other issues with your product contact BHR GLOBAL ASSOCIATES, INC> at bhrglobal@aol.com or at 267-664-5165