W.L.

GORE & ASSOCIATES,

INC: ENTERING 1998

Presented by:
Gunjan Sharma
Kalpana Devnani
P.Swatishree
Rohan Kumar
 W.L. Gore &
Associates

Product includes
High ranking in
Forbes 1998 list of 7th best company
Lattice Structure
500 large US to work for in US Elect Med Fab
ronic Indu
private companies ical ric
and strial
wire
Pro Pro
Prod
prod duct ucts
duct
ucts s s
 Marketing Strategies
To
Focuses
create on
umbrella
first to
Focus on adding new
strategy
market
To
Focusesproducts.
out
create on offirst
which
umbrella Eg:
to
Focus on adding
products tovascular
existingnew
Gore-
many
strategy
market Tex
different
products.
out of whichEg:
products
Gore-
tovascular
product
grafts,
products
dental
manyTex
existing
lines
gloss
fall. etc
different
product
grafts, dental lines
products gloss
fall. etc
 New product development:
summary

Gore-Tex Vascular
Glide Gore-Tex fabric
grafts

●
Idea Generation ●
Accidental
●
Experimental ●
Business success in lab
usage in pig screening ●
Product
analysis development
Market Penetration:
• B2C:
• Co-operative and word of mouth
advertisement
• Innovators
• Increasing brand awareness: If it’s not
Gore Tex, it’s not

• B2B:
• company reputation and trust
• Visionary
• Pragmatic
 Innovation Modes
High
Medical
& Fabric
Follow Mode Interaction Mode Prod.

Market Orientation
Elec. &
Indus.
Isolate Mode Shape Mode Prod.

Low

Low Technological Orientation High

Platforms supporting marketing strategies:

Human resource
Resource allocation Structure
initiatives

Each plant Flat lattice

Hiring new
employee should be
employees organization with
aware of the other
projects of no chains of
Building coworkers command
relationships with
co-workers
New employees
Each plant employee Expansion
receive guidance
should be aware of the strategy
other projects of from sponsors
coworkers