1. Philips introduce
Since 1891, Philips has had unchanged intention,
→ ‘Contribute to consumer’s life
by offering intelligence renovation in right time.’
Vision 2010
Goal grow of
health care, lighting,
consumer life style
2. PHILIPS main strategy
(1) growth of human focus stand on customer and market
(2) Through brand engagement “Sense and Simpli
the Hawken Wintergreen Tobacco, Grizzly, and Kodiak brands of moist tobacco andisthe second largest manufacturer of smokeless tobacco products inthe US, which makes it a countervailing competitor of Skoal and U.S Smokeless Tobacco Company. As mentioned inthe previous reviews, they have slightly low pricing strategy compared tothe market leader.
4. Korean Tobacco Market Analysis
1) Cha
Analysis
Commemorating its 30th anniversary in 2009, E-Land announced the launching of Korea’s first fast fashion brand, SPAO. Short for “Specialty retailer of Private-label Apparel Original,” SPAO is located inthe casual clothing line of E-Land’s fashion category.
a. Brand Concept
SPAO’s vision isto become the best SPA brand globally. Andthebrand’s mission isto enhance the
of Kraft. The bottom line at Kraft remains taste, convenience and quality. Consumers demand great products, and Kraft is committed to bringing truly delicious foods to market, while increasing the number and variety of better-for-you choices they give consumers. Fourthly, Kraft understands nutrition and helps consumers make informed food choices by making nutritional information available in a wa
Philips, a Holland company, was successful in small light-bulb industry during the pre-war. Also, it had strength technology competence by focusing on R&D activities like opening labs. The company tried to abroad to extend market size for economies of scale. AndPhilips chose a localization strategy to overcome strong trade barriers and high tariffs compelling local production.
Inthe post-war,
products extremely high
Type of competitive market: Almost Monopoly (∵ no kitchenware has high-end design of prestigious designers like Alessi’s)
2. Pricing Objectives
As Alessi isin entering stage in Korean market, the most crucial objective is Market Share. It needs to take price that can help its positioning as brand for high-class.
3. Estimating Demandand Revenue
-Demand: Pot
The event is "Tongkeun LA galbi". But when Lotte mart did the event, a Korean cattle association andthe consumers criticized to Lotte Mart. Because theTongkeun LA galbi's selling time was same as the time when the whole country fought with the foot-and-mouth disease.
But even if the association complained, Lotte Mart still continued the event. Finally, Lotte Mart sold prepared 250 Ton products
④ Female's beer
By matching the current Cass Wright, theindustry is building image claiming to advocate women's beer that is for only women, low calories, low alcoholicity.
2. 4Ps
1) Product
① Brand: Multiple branding strategy
Presently, In addition tothe OB blue and Cass Beer isthe flagship product. Cass Beer has a product line of Cass red and cass ice light.
②Product p
and sports equipment.
The company takes its name from Nike, the Greek Goddess of Victory, after company designer Jeff Johnson presented the name to founder Phil Knight.
Nike markets its products under its own brand as well as
Nike Golf, Nike Pro, Air Jordan, Team Starter, and
subsidiaries including Bauer, Cole Haan, and Converse.
Nike isthe largest sportswear supplier inthe world
In addition, economic crisis on Japanese economy had huge negative impact for Japanese companies to downsize its firm size and restructure. Following summaries indicate more in detail about how CEOs of each companies at different era tried to transform its company.
[Philips]
Philips’s decentralization had started since 1919 when Philips broadened sales organization andproduct line. The G