Analysis of Joyoung Brand's Market Entry and Strategic Decisions

This case study analyzes the Joyoung brand, focusing on the management decisions and market research related to the introduction of a soymilk maker machine in the Chinese market. It explores the management's decision-making process, the rationale behind market research questions aimed at understanding consumer perceptions and attitudes, and the research objectives. The study details the techniques implemented to achieve the research objectives, including the use of interviews and surveys. It also discusses the application of qualitative research techniques, such as in-depth interviews, for data collection and analysis, evaluating their strengths and weaknesses. The analysis references various academic sources to support its findings and recommendations.

Case Analysis

Table of Contents
Ques. 1 Management decision Problem......................................................................................2
Ques 2. Rationale for the Market research question..................................................................2
Question 3 Research Objectives................................................................................................3
Ques. 4 Techniques which can be implemented to achieve desired objectives..........................3
Question 5 How the application of another qualitative research technique could be used in
project design..............................................................................................................................3
REFERENCES................................................................................................................................5
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Ques. 1 Management decision Problem
Management decision problem is related to the issues faced by management team in
making appropriate judgement related to business. The rational behind is that the management
team in an organisation may face difficulty in identifying the solution to problems and selecting
the suitable alternative from various option. As in context of big companies , decision making is
considered to be as a complex as well as critical procedure , as one minor judgement can have
great and long lasting effect on the business growth. Managers in an enterprise often rely on fact-
based analytical decision making .As this helps in ensuring the fair as well as accurate decision.
It has been identified from the given case study that the Chinese version of the Joyoung brand
was
launched in 1994, but due to some inappropriate decisions as well has strategy , the business was
reorganised. The management team in an enterprise was facing difficulty in making derision
related to introducing of soymilk maker machine in the market because of continuous changes in
demands of customer. The another factors is changes in trends which has great as well as direct
influence on the marketing strategies of organisation. Management was facing difficulty in
making decision related to production of soymilk maker machine (Sarin, Challagalla and Kohli,
2012)
Ques 2. Rationale for the Market research question
The rational behind question of “What are the Chinese’s perceptions and attitudes
towards soymilk maker machine?” is to identify the factors which has supported organisation in
achieving success. This question has been added in the interview in order to analyse the needs,
demands and consumer perception about the soya milk maker product. The other reason is to
recognise the reaction of consumer about the product (Bulgurcu, Cavusoglu and Benbasat,
2010) It will also help management team in recognising that whether the product will support
firm in generating the revenue or profit. This specific question will also support business entity
in identifying the barriers which can occur in launching the product in the market. It will also
support company in determining the exception of customer from the product. This interview
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question will assist business entity in recognising the area as well as need of improvement. It
supports firm in differentiating itself from the competitors through continual innovation to
develop high-quality as well as distinctively designed products that meet consumers’ needs (Soni
and Kodali,2012)
Question 3 Research Objectives
The research objectives are to be considered as the results which are to be achieved by
scholar after completion of investigation. This objective assist investigators in determining the
activities as well as resources which are required to fulfil the purpose of investigation.
To identify the perception of consumer about the soymaker machine.
To recognise the way to make easier for consumers to enjoy healthy lifestyles.
Ques. 4 Techniques which can be implemented to achieve desired objectives
The company has chosen the right industry to operate business. As this will help business
entity in achieving the objectives of providing customer an ease to live healthy lifer style. It will
also support organisation in providing satisfaction to customer by fulling their needs as well as
demands. Home appliance industry offers those products which are directly associated with the
health of human beings. By operating in this industry the cited business will be identify the scope
of developing the soyamaker machine or creating the innovative machinery for providing
customer an ease to live healthy life by preparing food using the e co- friendly equipment. It is
required by entrepreneur or marketing manager in an organisation to conduct marker research or
survey. As this will assist company in identifying the needs of customers and providing them
according to their demand. This strategy will also support an organisation in maintaining balance
between demand and supply of goods as well as services. It is required by an enterprise to
facilitate innovation as this will assist business entity in recognising the appropriate ways for
providing customer an ease to adopt healthy life style. The cited venture can use attractive tag
line during advertisement of products. As this strategy will help business entity in promoting
healthy life style.
Question 5 How the application of another qualitative research technique could be used in
project design
Qualitative research technique could be used in research design for collection as well as
analysing of information. Data can be collected from two origins these are primary and
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secondary sources. The method for collecting primary data is personal interview , investigation ,
survey , questionnaire etc. Technique of collecting secondary source of data includes use of
existing information , books , news , journal etc. (Zumitzavan and Michie,2015) In present
research personal interview and survey has been selected as the method of data collection .As it
will help investigator in ensuring the reliableness as completeness of information which will
further assist scholar in reaching to suitable solution .The disadvantage of this method is it is
very time and cost consuming. In present research qualitative techniques has been used in form,
of depth interview foe gathering information and identifying the people perception about the
product (Johnson and Christensen, 2010)
Strength and weakness of the In depth Interview
The strength of the in depth interview is that Interviewers can set up relation with
interviewee to make them feel ease as well as comfortable. Interviewer gets a chance to ask
questions, in order to obtain extra useful data or information, which can be useful for reaching
effective conclusion. It also allows Interviewers to judge the changes in statement by interviewee
in order to get a deeper understanding about facts (Kumar, 2014)
The weakness of in-depth interview is that , it is very time as well cost consuming
procedure. If in case, a person who is taking interviewee is not had effective communication
skills and experience of conducting interview, in such situation the complete procedure can be
impacted which has direct effect on the outcome of the investigation (Flick, 2015)
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REFERENCES
Books and Journal:
Johnson, B. and Christensen, L., 2010. Educational Research: Quantitative, Qualitative, and
Mixed Approaches. UK: SAGE.
Soni, G. and Kodali, R., 2012. A critical review of empirical research methodology in supply
chain management. Journal of Manufacturing Technology Management. 23(6). pp.753-
779.
Zumitzavan, V. and Michie, J., 2015. Research Methodology. In Personal Knowledge
Management, Leadership Styles, and Organisational Performance (pp. 27-34). Springer
Singapore.
Bulgurcu, B., Cavusoglu, H. and Benbasat, I., 2010.. Process innovation: reengineering work
through information technology. Harvard Business Press.
Sarin, S., Challagalla, G. and Kohli, A. K., 2012. Implementing changes in marketing strategy:
The role of perceived outcome-and process-oriented supervisory actions. Journal of
Marketing Research. 49(4). pp.564-580.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Kumar, R., 2014. Research methodology: A step-by-step guide for beginners. Sage.
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