CH. 3: Global Supply Chain Purchase Homework

1. Go online and find one product that is native to one of the BRIC or VISTA countries (see Chapter One for a list of those countries if you don’t remember) and that you are sure is not carried in Lubbock area stores. This should be a product from one of those countries – NOT a product from an American company in one of those countries (for example, a soft drink that Coca-Cola sells specifically in Brazil or a special chicken sandwich sold by McDonald’s in India). Write a brief description of the product (including the brand name) and bring either the product or a picture of the product to class.

Redro Fish Spread is a native product in South Africa that was introduced as a substitute for Britain’s Peck’s Anchovette. The product became so popular once released that it spent thirty years as a monopoly in the spread industry. The spread comprises of fresh Anchovies, Mackerel, and Pilchards and is marketed as a fun snack for children.

2. What cultural or social barriers may be keeping the product from enjoying success in the US?

When Americans choose a spread to put on sandwiches or crackers, anything salter than mayo or butter is uncommon. A cultural barrier to this product is America’s desire for sweeter spreads such as Peanut Butter and different types of Jellies. Geographic locations also depict the distribution of this salty spread. Fish spreads and concentrated yeast extracts are more commonly found the eastern hemisphere where saltier spreads are in demand. America simply doesn’t have the taste for these products.

3. How can you mitigate these barriers?

One way to mitigate these barriers is to introduce the product in grocery stores that sell foreign food such as World Market. Once individuals become accustomed to the taste of the product, demand will go up and word about the product will spread.

Reference:

"BOKOMO." Bokomo Foods. Bokomo, 1 Jan. 2014. Web. 2 Feb. 2015. <http://www.bokomo.co.za/products/view-brand/redro>.