Center 들 간에 큰 격차가 존재
규모와 자금력 등에서 차이 보임
인도 RDC는 싸고 능력있는 인재들이 많음
플로리다 RDC의 경우 북미 시장을 담당하기 때문에 매우 독립적
새로운 RDC를 설립
일반적으로 초기엔 독일이 RDC를 운영
차후 지역매니저가 더욱 권한을 갖게 됨
이를 통해 현지화된 RDC가
, 강남역의 각각 10 개 삼겹살 업소를 선정, 시장 테스트
■ Concept Development & Testing
■ Marketing Strategy Development & Business Analysis
‘삼겹살에 메밀한잔’시장 진입 성공의 핵심동인은 위의 두 가지 과정이라 생각한다.
프로포절 제출 이후, 이 두 가지 과정을 면밀히 분석해서 발표 준비를 할 예정이다.
A 기본 역량의 강화없이 차별화 요인이 보강되는 불균형
B 기본 역량만 강화: 성장의 한계
C 최고의 가치를 부여할 수 있는 곳에 노력이 부족
D 가장 이상적
왜 중국인가?
1.Global Network를 높일 수 있으며 -> 소비자 중심
T2.ransatlantic과 Transpacific의 차이를 줄일 수 있다. -> 내부 구조의 조화
3. 중국의
What is product?
Bundle of physical, service, and symbolic attributes designed to enhance buyer's want satisfaction.
What is product strategy?
Producing goods and service.
focuses on benefits.
Decisions about package design, brand name, trademarks, warranties, product image, new product development and customer service.
Classifying Consumer Goods
Classifying Business goods
The basic purpose of development is to enlarge people's choices
To improve the quality of people’s lives even under adverse circumstances.
To place people at the centre of the development process in terms of economic debate, policy and advocacy
In pursuing capabilities and realizing rights
In September 2000, the world’s leaders adopted the UN Millennium Declaration, committing their
Development
• Growth of the Digital World
• Fashion Trends in the Toy Industry: Toys go in and out of fashion more rapidly; a few products can make or break annual turnover.
• Dependence on Global Mega-Brands: In response to fashion trends, toy manufacturers design offerings base on a concept or story (e.g., Star Wars) and several companies offer multiple toys related to the
developers often leave some or all of these functions to appointed professional advisers.
(2) Development strategies
Company development programmes require both internal and external organization and, in particular, will be affected by:
• company objectives, resources and stage of expansion
• availability of finance and the opportunity cost of capital
• availabil
Major Stages
Management Innovation
Idea generation
Idea screening
Concept Development And testing
Marketing Strategy development
Business analysis
Product development
Test maketing
Commerciali zation
Kraft’s
Product
Life Cycle
strategies to become more of a cost-leader not only in terms of passenger volumes but being the lowest cost operator in the airline industry.
Chapter 6
6.2. Discuss how your company has attempted to developstrategies to protect and strengthen its business model. If it operates in a mature industry, discuss how it has tried to manage industry competition.
When Ryanair entered the air-
Strategies>
- To selectively expand its channels of distribution in important markets around the world without compromising the value of the TIFFANY&CO. trademark;
- To provide superior customer service;
- To maintain an active product development program;
- To increase its control over product supply through direct diamond sourcing and internal jewelry manufacturing;
- To achiev