Professional Documents
Culture Documents
Competitive Situation
Product Strategies
What Is a Product ?
Tangible attributes: materials, size, weight, design, packaging, performance, comfort Intangibles: brand image, styling, other benefits (installation, delivery, credit, warranty, after-sale service, return policy)
Demand Drivers
Supply Drivers
Fast-paced innovations Frequent product modifications Manufacturing rationalization Outsourcing coordination Strategic Alliances
Existing Products
Product phase-out Product modification Product introduction into new markets Product performance management
Product development Product introduction Product performance management
New Product
Standardization- developing same product for multiple countries Premise-- consumes share some common values, beliefs, and consumption patterns Advantages: economies of scale and scope, price competitiveness, uniform image
Governmental regulations Technological considerations (e.g., voltage, infrastructure) Cultural imperatives - is it acceptable to consumers Measurement standards: volume, length, weight, quantity
Product Uniqueness
Type of Product
Firms International Experience Product Adaptation - Upon Entry - After Entry Product Adaptation - Upon Entry Promotion Adaptation - After Entry - Positioning Promotion Adaptation - Packaging/Labeling Positioning - Promotional Approachh Packaging/Labeling
Entry Scope
Source: S.T. Cavusgil, Shaoming Zou, and G.M. Naidu. Product and Promotion Adaptation in Export Venturs: An Empirical Investigation, Journal of International Business Studies 24, no 3, (1993,485.
Markets
Tiers of PriceT Performance 1 through N .
Interface i.n
Subsystem C
Subsystem B
Common Design Rules and Tools Common design Rules and Tools
Competencies
Market Insights
25 20 15 10 5 0
After Before
Shapes
Fragrances
Packages
Our global strategy used to center on world cars, which we would modify slightly to accommodate demand in different markets. Today our focus is shifting to models that we develop and manufacture especially for selected regional markets.
Targeting Positioning
Brands
Global
Brand Positioning
Perceived fit between a particular product offering and the needs of target market
Brand Positioning
Physical Positioning How a firms product compares to the competitions on some set of objective physical characteristics Perceptual Positioning How a firms product compares to the competitions on some set of subjective characteristics
Positioning Strategy
Attribute or Benefit Quality and Price Use or User
Brand Equity
BMW
Coke
Cartier
Corporate Branding
Local
Transnational
Multinational
Global
Nike
IKEA Levis
Volvo Adapted
Thank
You!!!