Before launching in South Korea, Dunkin’ Donuts undertook exploratory research followed by descriptive research to understand the psychographic and lifestyle trends of South Koreans. Exploratory research consisted of an analysis of secondary and syndicated data followed by focus groups. The descriptive research consisted of personal interviews administered at important shopping and street locations. This research yielded some important findings:Breakfast is traditionally eaten at home.Young men and women and teenagers visit the stores in the afternoon or evening.Koreans like savoring their meals and beverages.Young Koreans are technology savvy, heavy users of social media, and Internet penetration is high.Koreans age 18 to 29 are more open to trying new products. The reason for this is that they “[want] to be different than their parents.” They are also brand conscious.Koreans aren’t typically as large consumers of coffee as Americans are and often prefer tea. According to these results, if you were the marketing manager of that company how would you develop the marketing strategies in South Korea market?

Marketing strategies are some of the tactics which the organizations use to influence the consumer…

Answered: Before launching in South Korea,…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Before launching in South Korea, Dunkin’ Donuts undertook exploratory research followed by descriptive research to understand the psychographic and lifestyle trends of South Koreans. Exploratory research consisted of an analysis of secondary and syndicated data followed by focus groups. The descriptive research consisted of personal interviews administered at important shopping and street locations. This research yielded some important findings:

Breakfast is traditionally eaten at home.
Young men and women and teenagers visit the stores in the afternoon or evening.
Koreans like savoring their meals and beverages.
Young Koreans are technology savvy, heavy users of social media, and Internet penetration is high.
Koreans age 18 to 29 are more open to trying new products. The reason for this is that they “[want] to be different than their parents.” They are also brand conscious.
Koreans aren’t typically as large consumers of coffee as Americans are and often prefer tea.

According to these results, if you were the marketing manager of that company how would you develop the marketing strategies in South Korea market?

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