You can find CASE 1-4 “Marketing Microwave Ovens to a New Market Segment” under “Files”
Please read the case thoroughly.
Your task is to develop a strategy to market White Appliance’s microwave ovens in India. Include target market(s), microwave oven features, price(s), promotion, and distribution in your program. You should also consider both short-term and long-term marketing programs. Some of the issues you may want to consider are:
Indian food preparation versus Western food preparation.
Values and customs that might affect opinions about microwave ovens.
The effects of competition in the market.
You may also want to review the Country Notebook; A Guide for Developing a Marketing Plan, p.579 of the text for some direction.