WICKEG, in Taiwan

Adopting Product Standardization during early stage

Save cost in product R&D and marketing

Adopting Product Adaptation during mid to late stage

Adding new touch and/or flavours to suit locals taste (only possible upon expansion)

Packaging

Adding of product information, nutritional label, serving size

Adding of traditional Chinese characters

Price Penetration Strategy during export stage

Attract customers from indirect competitors

Bundle Strategy during Greenfield Operation and Franchise

Increase efficiencies, reducing marketing & distribution costs

International Advertising

Developing International Advertising Campaign (7 Steps)

Example from State Bicycle Co.

Short Term (Push Strategy)

Domestic retailers

Indirect export

Short Term (Direct Channel Pull Strategy)

Official Website

Direct export

WICKEG pop up store

Direct export

Long Term (Push and Pull Strategy)

Domestic Retailers

Indirect export

Flagship store and Franchising Store

Greenfield and Franchising

Long Term (Direct Channel Pull Strategy)

Official Website

Flagship store and Franchising Sotre

Greenfield and Franchising

High Uncertainty Avoidance

introduce products in real life setting ie pop up stores

'triability'

demonstrate usage of product

'complexity'

getting positive reviews of product from sponsored influencers

'observability'

Low Compatibility

more flavours

Export

Innovators and Early Adopters

Greenfield Operation

Early Majority

Franchise

Early Majority

Late Majority