product strategy and product range? Do you agree with the matrix approach described in Figure B of the case?
- IKEA의 신제품개발과정은 제품구성에 우선순위를 정하는 제품전략위원회에 의해 조사된다. 우선순위는 소비자 동향에 기초를 두고 이가 정해지면 제품개발자는 회사의 ‘MATRIX'를 이용하여 제품의 목표 소매가격을 설
products. By owning its in-house production ZARA is able to be flexible in the amount, frequency, and variety of new styled products. ZARA has outsourced less manufacturing than its peers. It has 22 factories and runs many of them often only in one shift leaving extra capacity to respond quickly to seasonality and unforeseen demand. Comparing to peers which rely heavily on overseas suppliers/manu
style and taste”. Generally speaking, they demand a better shopping environment and higher product quality. They are also brand-conscious and less price-sensitive. Many of them are employees of multinational firms.
3. Increasing brand awareness
After decades of robust economic development and market opening, cosmetics market in China has undergone tremendous changes. It has evolved from a
II. Product Life Cycle
94년 인터넷 개통
신동방고사2
렌종세계(98)
소오강호
만왕지왕
대중인터넷 확산
온라인시장
급성장
샨다’미르의 전설’
게임한류
영업이익률유지
자체개발
게임↑
한국점유율10%대 하락
해외 진입시도
22.6%
인터넷 보급률
(세계1위)
시장규모증가예상
product lines of MP3(iPod), smart phone(iPhone) and tablet PC(iPad), Apple has achieved a convergence among different types of mobile devices as well.
No other company has achieved such an accomplishment like Apple yet, but companies like Microsoft or Google are trying hard to catch up and outperform Apple.
5. 5 FORCES (Why did you choose O-S as an industry?)
NEW ENTRANTS => weak
Consid