CafeScribe

h what works in the U.S. and extends it into new markets, paying close attention to local needs and customs. Throughout the three stages CNS conducts market research and makes ?nancial projections. As shown in the ?gure, at each stage of the market de- velopment process, performance must be met for the product to enter the next stage. Once success with Breathe Right nasal strips is estab- lished in a country, the groundwork is laid and international partners have the ability to introduce other Breathe Right products, such as Snore Relief™ Throat Spray, and Vapor Shot™ personal vaporizer. LOOKING FORWARD “We believe the Breathe Right brand has great potential, both do- mestically and around the world,” says Mor?tt. “Growth will come both from further expansion of Breathe Right nasal strips and from other drug-free, better- breathing line extensions,” says Mor?tt. Questions 1 What are the advantages and disadvantages for CNS taking Breathe Right strips into interna- tional markets? 2 What are the advantages to CNS of (a) using its three-stage process to enter new global markets and (b) having spe- ci?c criteria to move through the stages? 3 Using the CNS criteria, with what you know, which countries should have highest priority for CNS? 4 Which single segment of potential Breathe Right strip users would you target to enter new markets? 5 Which marketing mix variables should CNS empha- size the most to succeed in a global arena? W