Now in considering if the product must be changed in any way, two important elements must be considered. Firstly, depending on the needs of UK market, the product might have to be changed (adaptation). Secondly, there are some external aspects of products such as product packaging which needs to be changed. In terms of socio cultural analysis, there are some common factors and there are some differences that must be understood when selling Wu Dalang biscuits.
Firstly, it is the taste of the biscuits. Now the Wu Dalang biscuits are sold in China as a separate biscuit, and no tea is served with it. In the United Kingdom, it is recommended that the Wu Dalang biscuits are sold as part of the tea tradition of the British. Now, the biscuit has to be modified such that its taste blends well with the tea. As of 2012, the sweet and savoury biscuit consumption was marked at a value of 2.2 billion pounds. It is increasing slowly, and the consumption is quite steady among some market segments. For instance, in the case of 25 and 54 year olds, the sweet biscuit consumption is quite high and in the case of 45 and older, the savoury biscuit consumption is high. Therefore, the sweet and savoury taste are two specific tastes that the market must cater. The umami taste, bitter, spicy and strong flavours would not suite the refined palate and would not be a tea time snack, so product changes must be made accordingly.
Lifestyle changes for more healthy eating have propelled many of the global consumers for biscuits to search for better alternatives. Some prefer gluten free varieties and others prefer the original wheat biscuits but with reduced sugar. Almost all consumers seem to prefer biscuits that have the original nutrient listing on the label of the product.
Product packaging is an important part of the product. The product packaging is how consumers will see the product in fact, so it could be said that the better the product packaging suits the socio-cultural aspects of the United Kingdom or standardized expectations of the global market, the better the chances that consumers in the United Kingdom will be willing to buy the product.
Now Wu Dalang biscuits are sold on the streets in China. The process of production is very easy and the manufacturing equipment is quite easy to assemble and move along. There are many forms of street carts available in the United Kingdom, so Wu Dalang carts could be easily incorporated as part of the street culture. However, given the weather conditions of the country that could turn from fog to rain through different seasons for continual sales of the Wu Dalang biscuits, it is recommended that the company sells their product by means of retail. When selling retail, an important product related change that would get added on is the packaging.