Product development will aid in reaching, and convincing the target market easily.

Campbell Soup identified a potential market in Russia for their readymade soup.
However, despite their prospects that the soup would do well in the Russian market, the
company did not make as many sales as it expected. Some of the reasons that made the company
not achieve its objectives include; First, they did not segment the market; instead; they focused
on the whole Russian population and assumed that everyone who drinks soup might be interested
in buying readymade soup. As a result, their target market was not well defined, and thus they
did not know whom they would approach to purchase the soup. Besides, the company did not
modify and differentiate the soup from the homemade ones. Therefore, the potential customers
were probably never convinced why they should go for the readymade soup and leave the ones
made at home. Finally, they did not conduct excellent and exclusive market research. Therefore,
there were some loopholes left like why Russia loved soup making and why residents prided in
making the soup. Since they did not consider these essential aspects of marketing, the soup did
not become as successful as they thought it would.
Question Two
For Campbell to win over the Russian Market, it would need a product development
strategy. It would be necessary to differentiate the homemade soup with the one that the firm will
be selling. This would make the Russians buy it because it is different and better than the soup
they make at home. Furthermore, the company can look into what the target market lacks when
making their soups at home and decide to offer it. Alternatively, they would decide to use their
recipe that does not in any way seem like the residents’ one then sell their soup based on offering
soup made with a unique method. The final way through which they could develop the soup is

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through maintaining the cultural value the soup has in the country. They can do this by deciding
to make the soup locally and employing women from the state to make the soup.
Question Three
Product development will aid in reaching, and convincing the target market easily. This is
because there is something different that the company’s product will be offering the buyers.
Besides, the move will help in differentiating the product from what Russians make at home.
Thus, attract customers with their unique soup that they cannot make at home. Finally, through
developing the product, the company will easily be able to identify the different market segment
that it will want to focus on when marketing.