Analysis of CNS Breath Right Strips
... approach. Stage 1 is Explore/test concept. Stage two is the Establish the product, and stage three is Manage the product. Using the SWOT analysis, I will analyze their marketing approach as it pertains to entering international territory. The strengths are that breathe right has already shown that it could successfully market the product in North America and make it a success. They have proven that they can package the product to tailor it to the international market, which would allow then to penetrate the market and refine messages for the local market as spelled out in stage 2 of their strategy. They have the ability to identify potential partners in the local global markets. When they first entered the global market, they partner with 3M, who had a handle on the marketing practices of the global market. According to The Business Journal, they regained control of their sales from the 3M Company. As spelled out by the text, they also partnered with BluFarm Group in Italy to get the knowledge on how to market and sale the product to local pharmacists in Italy. Weaknesses are that the product is kept behind the counter of some international drug stores, thus limiting the exposure. The Universal Product Codes on packaging aren’t universal. The different governments may have different ways of reviewing the product, and can take a few weeks to a month to gain approval. The opportunity is that CNS has a product that may not withstand the test of time. The CNS Company may need to look at extending their product line beyond the strips, vaporizers and fiber tablets. They have such a limited product line. The biggest threat according to breathe right strips is a company called gin miller. According to ginmiller.com, they have produced nasal dilatators that are reusable. The other threat is the income of developing countries. They may not have the disposable income to be able to buy the product. Recommendations The first recommendation is to implement at the end of stage one, an approval stage. Once the product is tested and gains approval, they should make sure that they have approval from the governments before the product launch. They should also take a look at expanding their product line to something that people are willing to pay their money for. They could find different groups to market the product to beyond athletes and snorers. There may be a market for the product to people who have more of a need for the product, such as asthma, emphysema, allergies and other breathing problems. It is definitely worth investigating. This can make it more of a need item rather than a luxury item. They could benchmark the product developed by gin miller. They could make the product reusable. This would also attract the people of developing countries who don’t have the disposable income to continue to buy the product. Another way to do this is dumping. They could severely reduce the price of the product initially to create the demand, and then slowly increase the price as the demand ri...