브라질 시장은 소비.구매패턴 : 중산층 이상은 주로 대형 슈퍼마켓, 대형 백화점에서 구매. 총 127개 쇼핑센타(상파울로:47개)가 소매판매의 약17% 점유.90년대 들어 매년 약 20%의 성장 지속 (95년 매출 약 100억달러)최근 경제안정으로 저소득층 제품과 고급 최신기술 장착제품의 판매율 상승. 소비형태 양극
2.1.3 Marketing Trends
The market trend says that customers prefer to have more technical products that will make their life more comfortable. The Smartphone patron today is more requiring new design that will make a product different from others.
Compatibility: The compatibility of product is now preferred because customer can do their work with the different types of windows versions.
가격과 소프트웨어 적합성을 다 중요시한다는 고객층이 존재함)
Q5. What are the key leverage points for Emergent?
: Emergent의 시장 점유율은 7.5% 정도로 나올 것 같다는 계산이 있었다. 이 시장점유율을 넘어설 수 있는가가 매우 중요할 것으로 보인다.
Q6. Emergent does not have the resources required to improve its product
products should focus on larger and more mature-themed products to focus sales on this segment.
Also, While Oxford Toy has great price, and need to have its position as good quality with affordable price, its products should be more well designed and well thought out to appeal to targeted segment. We suggest a 7.5% price raise to cover the cost, while having little impact on sales.
To clear p
compatibility with the office. According to Brian Bagnall, Apple exaggerated its sales figures and was a distant third place to Commodore and Tandy until VisiCalc came along.
By the end of the 1970s, Apple had a staff of computer designers and a production line. The Apple II was succeeded by the Apple III in May 1980 as the company competed with IBM and Microsoft in the business and corporate co
product design. In fact, 75% to 90% of its mobile phone materials are recyclable.
Standardization Of Components
Nokia’s components are compatible between different devices. Less kind of components means more cost saving. By standardization of components, Nokia maximize economies of scale.
2.2.3 OUTBOUND LOGISTICS
Dominating Power of Distribution
Nokia hold a dominant position in mobile c
1. Dess, Davis, Hambrick and Porter
Porter’s conceptualisation implies that cost leadership and differentiation are viewed as opposite ends of a single continuum.
Two strategies are incompatible
There are only pure strategies.
2. Hall. Kim Linsu & Kim yooncheol, Reddy
Two strategies can be compatible
- Differentiation → high market share → lower production cost
월마트
computer to market”
Apple’s Proprietary Produce System
Lack of Compatibility
History 2. The Sculley Years (1985-1993)
Leader in Desktop Publishing
GLOBAL brand
“Plug and Play”
Complete Desktop Solution
Move into the Mainstream
Low cost of products.
compatible with Google Mail (Gmail). As a result, users don't have to carry heavy laptop computers to send and receive e-mails.
3. Browsers: People tend to use a smart phone to browse internet. People who use i-Phone, they browse the Internet through Safari, Apple's own Internet Browser and Nexus One use Google search engine. Therefore, users can use Google's powerful search engine anytime and a
Product Life Cycle)라 한다. 다음에서는 제품 수명주기가 발생하는 원인, 주기를 구성하는 각 단계의 특징과 각 단계에서의 마케팅 전략의 순서로 살펴보겠다.
1. 성쇠의 원인
특정제품의 판매량이 늘고 줄며 마침내 완전히 쇠진해 버림으로써 이것의 생애가 끝나게 되는 원인은 어디에 있을까? 아래의