think of the company’s 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
5. Transnational strategy
Think globally, Act locally
인도-채소 햄버거
노르웨이-연어 샌드위치
독일-매장 내에서 맥주 판매
중국- 소채해선탕
한국- 불고기버거 등 지역에 맞는 메뉴 개발
저가격 전략을 추구하면서 특성화 전략 병행
It is necessary for a company to work out a market segmentation strategy, which is called STP(Segmenting-Targeting-Positioning)
Effect of market segmentation
Securing competitive advantage
Discovering marketing opportunities
- Discovering niche market
- Finding out potential customers' desire
Deregulating price competition through differentiation
Association Meeting
Trade Ass
Also they employ natives as C.E.O for friendly
going into the local markets.
② Establishing long-term strategy
The basic strategy of Coca-cola is never seek immediate
gains, only having a patient mind to seek benefits with
long-term. So, having long-term strategies, they
continuously invest on local markets for making their own
place without any unwelcome attention.
think the best way is to supply device as much as possible and to form enormous scale. Google intend to increase genuine absolutely although they have loss because of illegal copy.
Strategy of Mobile
Improving connectivity between devices / Introducing sound retrieval, image retrieval / Partnerships with about 50 telecoms carriers and 10 mobile phone manufacturers such as Samsung, LG
Strat