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             * Different needs and tastes of the consumers. It is all to common for foreign firms to enter into an Asian market assuming that it will be able to sell a product or service that has sold well in the Western world without having to tailor it to the different needs or tastes of the Asia Pacific market. There are many examples of this. Simmons Mattress Company picked up on the far East's trend to Westernization and decided to start making and selling its beds, mattresses and boxsprings in Japan but demand was less than expected. This was due to the fact that the Japanese traditionally slept on futons and ingrained habits like sleeping modes are culturally based and hence, change very slowly. Also, rooms in Japanese houses are not usually big enough to comfortably accommodate large sized western style beds. Simmons failed to recognise these facts and it nearly killed its Far East business.
             Another example is that of Avon. The company attempted to sell fragrance in Japan, although a big business in t
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