Maslow's needs hierarchy provides a useful framework for understanding how and why local products and brands can be extended beyond home-country borders. Using the case as reference, explain how the needs hierarchy can be used in global marketing?
Distributors of Jamaican products in the US, Canada and the UK say demand for Jamaican-made items is high, but exporters must meet the standards required for entry into the different markets. Overseas distributors are, therefore, urging local manufacturers to provide products with long shelf life and world-class packaging to maintain and increase market share.
According to the Business Development Director of Dees Imports Ltd., Heather Chevannes, beverages, syrups, seasonings, ackee, and callaloo are among the Jamaican products that do well in the UK. She noted, however, that a product’s shelf life is always a concern when exporting food to the UK.
“ All the products that we take from Jamaica must travel well,” she said.
Chevannes was a panelist on the virtual Jampro Exporters Forum, “ Do Business Jamaica Webinar: Delivering World – class Export Products”, held on April 13, 2022.
Dees Imports Ltd. Is said to be the largest exporter of Caribbean foods in the UK.
Question
Maslow's needs hierarchy provides a useful framework for understanding how and why local products and brands can be extended beyond home-country borders. Using the case as reference, explain how the needs hierarchy can be used in global marketing?
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