DESIGNING PRODUCTS FOR AN INTERNATIONAL MARKET CAN CREATE NEW OPPORTUNITIES AND NEW PROBLEMS FOR DESIGNERS. A LARGE CONFECTIONARY COMPANY, BASED IN SCOTLAND, INTENDS TO TAKE FULL ADVANTAGE OF THE EXPANDING EUROPEAN UNION AND HAS DECIDED TO DESIGN AN EXPORT RANGE OF CHOCOLATE BARS. DISCUSS THREE ASPECTS OF DESIGN THAT WILL HAVE TO BE CONSIDERED WHEN DESIGNING FOR THIS NEW MARKET. QUESTION

ANSWERS DIFFERENT LANGUAGES ON WRAPPERS, PACKAGING AND ADVERTS. PACKAGE REGULATIONS IN EACH COUNTRY. FOOD REGULATION, COUNTRIES ON MAINLAND EUROPE MAY HAVE RESTRICTIONS AND CONTROLS ON THE CONTENT OF CHOCOLATE. SOME INGREDIANTS MAY BE BANNED IN EUROPE eg MEAT EXTRACTS USED IN CHOCOLATE PRODUCTS.

ANSWERS DIFFERENT COUNTRIES WITH DIFFERENT CULTURES MAY PREFER DIFFERENT STYLES AND FLAVOURS OF CHOCOLATE. Eg AUSTRIA AND SWITZERLAND AND BELGUIM. AUSTRIA PRODUCES A FAMOUS CHOCOLATE CALLED “MILKA”. IT IS WELL KNOWN AND LIKED, CAN THE BRITISH COMPANY CHALLENGE THIS MARKET IN AUSTRIA.

ANSWERS THE COMPANY MAY HAVE TO DEVELOP AND ADOPT A EUROPEAN STYLE IN THE PRESENTATION OF THEIR PRODUCT MARKKET RESEARCH WILL HELP IDENTIFY DIFFERENT STYLES SUCH AS SHAPE AND PACKAGING

ANSWERS COSTS WILL HAVE TO BE COMPETITIVE. CAN THE COMPANY PRODUCE A NEW PRODUCT, EXPORT AND MARKET IT IN EUROPE AND STILL REMAIN COMPETITIVE. WILL BRITISH PRODUCTS SELL. SOME COUNTRIES SUCH AS FRANCE ARE VERY PATRIOTIC. THERE MAY BE A RELUCTANCE TO BUY BRITISH PRODUCTS IN FAVOUR OF HOME PRODUCED GOODS