Globalization and Environmental Responsibility

Question: Discuss about the Globalization and Environmental Responsibility. Answer: Introduction: This case study deals with the market research analysis, which is conducted by Ad Lider Embalagens, SA for determining the variables in the market that might impact the launch of new drawstring trash bag product named Climp Fecha Facil. While conducting the research, the company has looked for the consumer habits, consumer preferences and the perceived competitive advantages. The research was divided into two stages, interviews of the focus group and the individual interviews in the market. From the analysis of the market, it can be observed that the company is primarily trying to target for 18.79% market share through this product in the market of trash bag with the handles. Instead of going for all the sizes in the trash bags the company should choose the large size of bags for this particular product as the smaller ones will not be sufficient enough to the regular usages. Also, the color is the prime perception for the bag, therefore, it should be black, it can also be some other color that is dark but it should not a transparent one. The company, which is located in Brazil, while planning to launch their product came up with the major management problem that is to recognize the main characteristics of the market that will affect their launch of the new product. Moreover, the management is also reconsidering it as they think the existing marketing product mix of the specific company will not be able to bring reasonable profits in long term. The company has fixed the successful launch of the product with the right marketing mix as their short term goals, whereas, adding diversification to the product can be considered as their long term management goals for attaining more profits. To manage these issues the company had conducted a market research, where it has been revealed that the product has a huge market of approximately 1.3 billion priced at US$ 120 million. The primary reason behind the research is to analyze the marketing mix of the product that will be followed in the future to make the trash bag product a successful one in the huge market. Consumer Preferences and Market Research The primary reason behind the consumer centric approach of the market research is that the company wants this to be incorporated in the product. As the consumers are broadly distributed in the market, therefore, the understanding of the specific preferences and the usages of consumers will certainly help the management to make the launch of the product a successful one. The consumer preferences are linked with the environmental issues that the consumers are facing every time in their daily life. Therefore, it has a strong impact on their individual consumption habits. As revealed in the case study, the market research has been dome in two of the metropolitan cities and it shows a huge variation in terms of choosing the size of the bags, the frequency of the usage, packaging and color. Therefore, if the product is launched without accurate knowledge of the consumer choice pattern, it will fail miserably. The cost benefit ratio of each of the consumer is significant because an individu al will never waste money randomly on a non-luxurious household good if the basic purpose is not served entirely. Therefore, before the detailing of the market research procedure, the economic classes in the market should be looked thoroughly. From the given data it can be understood that the A B class who has the lower population has taken the highest consumption rate. It was also indicated that these classes generally possess the highest income and this is the main reason of contributing towards the whole consumption. With all the key findings in the market research it can be concluded that the more capacity the bag offers that is better for the consumers, the more darker the color is that is the chosen one for the regular usages, the easier the packaging is better to be managed by the consumers. Furthermore, the company should choose the packaging keeping the target market segment of the products in mind. The handling should be proportional as the company should ensure that the particular needs of the consumers are served by the product. Also the lower the price is better for serving great b enefits for the company. As in most of the cases the product is dealt by the women of the household, the company should have a competitive price at the initial stage. Moreover promotional activities will fetch more brand recognition as advertizing will influence the purchasing choice of the women. Recommendation Therefore the company should bring the product in the market in larger sizes as the larger sizes are chosen by the consumers. The color of the product should be dark, specifically black. The bags may also be offered in rolls as most of the folded or the boxed trash bags are considered to be expensive ones. There should be good amount of promotions as the company needs the consumers aware of the utility and other benefits of the product and it can also increase the brand equity. These will certainly boost the sales of the product and fetch more consumers. Bibliography Braun, Y.A. and Traore, A.S., 2015. Plastic Bags, Pollution, and Identity Women and the Gendering of Globalization and Environmental Responsibility in Mali.Gender Society,29(6), pp.863-887. Hagberg, J., 2016. Agencing practices: a historical exploration of shopping bags.Consumption Markets Culture,19(1), pp.111-132. Sun, M. and Trudel, R., 2016. The Effect of Recycling versus Trashing on Consumption: Theory and Experimental Evidence.Journal of Marketing Research. White, K. and Simpson, B., 2013. When do (and don't) normative appeals influence sustainable consumer behaviors?.Journal of Marketing,77(2), pp.78-95.