Case 2: Cafeteria ICE

1.    Marketing concepts involve various ways to promote the sale of a product and services to the clients as the primary aim. Therefore, the problem in the cafeteria could not be solved by the concept since it involves the tradition of the people of Costa Rica. The issue was time management during lunch and the eating habits of the workers.

2.    The employees will perhaps take a chance to adopt the new way that has replaced the old. They might also feel infringed by the rules as removing people from their norms may be difficult. The company might face some resistance from the workers such as strikes which would lower the productivity. There might also be a reduction of morale from the workers.

3.    To increase the patronage can be done by creating a monopoly system for sandwich and fruit line by removing other types of foodstuff (Wilson).

Case 6 Burger king: Selling whoopers in Japan

1.    The burger king needs to understand that the economic trail of the Japanese is not the same as that of the United States. The Japanese have interest in the cheap prize goods based on the trends provided by the local and international business marketers in the region. They have destabilized the market creating a force for the less entry of other competitors offering the same line of goods (Wilson).

2.    .  The Burger king should also seek to consider the business gaps with no restrictions. The Japanese government has a way of restricting the sale of foodstuffs in the area due to its substantive effects it had caused prior. It’s the culture for the Japanese to be attracted by the Kitchen flames to get convinced that food is being prepared in the area. Therefore, the burger should understand the situation and puts the kitchen chimneys where the customers can see just like other competitors like McDonald’s.

3.    The fast –food business is saturated in the United States, and that is why the organizations like McDonald and Burger King are finding their way into the foreign market. Burger king follows the trails of McDonald’s to enter to Japan as well. Personally, I don’t agree with their reason in particular for the Burger King to follow the ideas of the McDonalds in the adventure to the Japan without performing a business analysis and survey that would give the company the reason to enter into the market gap. Therefore, the reasons for market entry are vague, and that constitutes to the failure of Burger King in the first attempts.

4.    Burgers entry 20years ago was without a market analysis of the environment while the present market analysis is based on facts and understanding of the market structures. The new strategy is likely to be successful because a well-evaluated plan on the market niche was performed. For example, the gasoline business with less government restriction and perhaps no much competition was considered.

5.    Placing a high-class image for the company like the red dining sits, checkered tile floors and others based on the culture of the people can change the market orientation of the sales. Secondly, increasing the funds for promotional activities like other competitors can boost the market performance of the firm as well. These projections might succeed but to some extent due to the competition that is registered in the market. On the other hand, the entry into other fields with less competition and restrictions like the gasoline will eventually succeed.

Case 6 JetBlue: Delighting customers through a happy Jetting

1.    The customers’ needs a service provider that is trustable and can stand with the clients in the event of problem. The customers want more of comfort exhibited through an extensive sits than normal, serving food and beverages and entertainment. The clients demanded compensation and communication in the case where a problem like delays has occurred or cancel a flight. The needs enabled the JetBlue to ensure that the services are done right. The wants involved the provision of a comfortable trip through meals and entertainment. The demands made the company to gain trust from the client as they were able to pay back the customers.

2.    Modern flight services and money commodity are being exchanged in the firm. Loyalty and trust are also traded.

3.    JetBlue creates honest, confidence and commitment to the clients. They want the clients to believe in their services and not to complain in the case of a problem. They have shown the consumers that despite the massive storm that it faced the clients are to be cleared first before considering other things.

4.    Yeah, it will succeed more and more in the flight industry since it’s a good customer relationship that will make a client to recommend the friends for the trip or come back for the constituent’s flight in the same industry. Therefore, the firm will continue to be successful than the others which have stayed in the market and yet don’t strive to build customer relationship (Wilson).

Work cited

Wilson, Alan, et al. Services marketing: Integrating customer focus across the firm. McGraw Hill, 2012.