...Mahidol University. All rights reserved. Case Summary Korea Semiconductor company founded, began with Wafer production. And acquired by Samsung latterly Crisis : 2001 – 2002 Semiconductor Industry Crisis Growth : Semiconductor Industry has 16% of growth rate On average, 1960 - 2000 1980s, Samsung Group more focus on Electronics market and found Samsung Electronics, manufacturing in South Korea built 8” Wafer technology developed, dramatically shift to Samsung of production capacity Recovery : Samsung survived crisis with their competency and Branding strategy Samsung Brand being listed as 21st valuable brands in the world by Interbrand Corp. Samsung Group started Electronics industry in television market 1960 1969 1974 1980 1992 Copyright © 2012 by College of Management, Mahidol University. All rights reserved. 2004 2005 Industry Summary Semiconductor Industry Market Size ตลาด DRAM in 2003 ($19.5 Billion) Avg. Growth rate = 16% Sales = $200 Billions (1996 – 2000) 68.2 521.5 896.4 535.3 Logic Chips 672.8 19% Samsung Micron Infineon Hynix SMIC 3% 33% Sales = $166.3 Billions 20% Memory Chips Production Volume in million unit 256 Mbit equiv. EXHIBIT 4 Sales = $33.7 Billions FLASH 32% Mobile devices SRAM 10% Server & Workstation DRAM 58% Desktop Copyright © 2012 by College of Management, Mahidol University. All rights reserved. 25% Samsung ...
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...Marketing Management Unit: Marketing Planning Lesson: Marketing Orientation © 2012 Resource Development International Ltd. All rights reserved. Resource Development International Limited reserves all rights of copyright and all other intellectual property rights in these learning materials. No part of any learning materials may be reproduced, stored in a retrieval system or transmitted in any form or by any means, including without limitation electronic, mechanical, photocopying, recording or otherwise, without the prior written consent of Resource Development International Limited. Marketing Orientation Marketing Orientation Today, to be effective in marketing, an organisation has to be marketing oriented. It needs to adopt a marketing based business philosophy in all its functions. Let us commence by looking at some basic concepts relating to marketing and marketing orientation. http://www.youtube.com/watch?v =sbEnRGJr2jY A market consists of buyers and sellers - trading in products/services. The price is normally set by the supply of or the demand for, the product. The market for any business consists of its actual and potential customers. This market may be local (e.g. a street market), national (e.g. the mass market) or international. Markets may be classified as: Consumer markets (B2C) http://www.cimmarketingexpert. co.uk/buyerbehaviour Business markets (B2B) http://www.cimmarketingexpert. co.uk/buyerbehaviourB2B To supply goods and services in a competitive environment a business...
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...sales and service team. You have to be able to properly identify your competitors in your market. Companies need to take time and invest in knowing your customer base. Discover your strengths and weaknesses and focus on those elements and market them properly. Constant research and development of strategies that are as dynamic as the technology that moves us is key in building a great A/C company. Why Research the Competition Most people look at a competitor in the market as a bad thing. This is not always the case, with the right research it can be a great selling tool and even an ally in aiding in the sustainability of business practices. Competition is actually a good thing in the Air Conditioning world. We use the information to help target the right kind of products and services for the right time of year. For example, in 2006 the new construction industry was good downhill in sales. This decline in the market was responsible for many Contractors having to close or change the way they do business. The company that I was working for at the time, Corman and Sons Inc., concentrated on the new construction industry. The owner and I did a little market research with the Act Corporation and discovered that the retail contractors that were still doing well had changed gears and embraced the retail change out market. Do to homeowners investing in their current homes the change-out market was rapidly increasing. The research showed that homes built 10 years ago were now becoming...
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...Background Making the right decisions when entering a foreign or international market can make a tremendous difference in a company`s bottom line (Kotabe & Helsen, 2009, 291). However, the opposite is also true: making the wrong decisions can also make a tremendous difference in the company`s bottom line. The right decision, of course, brings in money and helps the company prosper. It can result in eventual profitable world-wide expansion. The wrong decision, however, can result in decisions that literally kill the company. The importance of making the right decisions cannot be underestimated. This paper uses a theoretical expansion into India as a starting point, and considers how to expand with a DVD or DVR system (utilized for example only). Market entry strategies are not created in a vacuum. They are closely related to other decisions that involve the entry of new products into any market. According to Kotable and Helsen (2009, 291) the company has to decide on the product, the target market, the objectives for the markets, the mode of entry, time of entry, marketing mix, and a way to monitor marketing performance. Taken together these criteria form the market entry strategy. Cunningham, on the other hand, suggests that strategies used for entry into new foreign markets can be defined into five strategies: • Technical innovation, where the company either has truly superior products or can convince the customer they do. This can also include a high level of...
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...Low Cost Leadership 2 Differentiation 3 Focus on Niche 3 Resources required to execute these strategies 4 Competitive Advantage Objectives Measurement 4 References: 5 Competitive Advantage Businesses always look for a competitive advantage to look different and to offer something right for a selected target audience. Competitive advantage is to indentify customer’s needs, to develop a high quality product with a decent price and to deliver it better than the others. As stated by Cole Ehmke & M.S. a competitive advantage is to answer this question “Why should the customer purchase from this operation rather than the competition? (Cole Ehmke, M.S: 5-01)”. The key point is that a brand has loyal customers for a reason. These loyal customers are often the cause of a successful growing business that builds upon a strong competitive edge than the competitors as stated by Michael E. Porter, a “Competitive advantage is at the heart of a firm's performance in competitive markets (J Collins, Michael E. Porter: 102)”. A competitive advantage can be sourced through many factors such as a high quality product, a superior customer service, less price then rivals, better location, more reliable product than the competitor, better design and providing a better value for money. According to Porter these factors can be categorized into three generic types: 1. Low Cost Leadership Strategy 2. Differentiation Strategy 3. Focus on Niche Strategy We will now examine how...
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...Globalisation of the food retail industry – forecasts to 2013 2008 edition Page i Globalisation of the food retail industry – forecasts to 2013 2008 edition By Helen Lewis June 2008 Published by Aroq Limited Seneca House Buntsford Park Road Bromsgrove Worcestershire B60 3DX United Kingdom Tel: Fax: Web: +44 (0)1527 573 600 +44 (0)1527 577 423 www.just-food.com Registered in England no: 4307068 © 2008 All content copyright Aroq Ltd. All rights reserved. Page ii Single-user licence edition This report is provided for individual use only. If you would like to share this report with your colleagues, please order additional copies or sign up for a multi-user licence by contacting: Kathryn Wedgbury Research manager, just-food.com Tel: +44 (0)1527 573 604 Email: kathryn.wedgbury@just-food.com Copyright statement © 2008 All content copyright Aroq Limited. All rights reserved. This publication, or any part of it, may not be copied, reproduced, stored in a retrieval system, or be transmitted in any form by any means electronic, mechanical, photocopying, recording or otherwise without the prior written permission of Aroq Limited. This report is the product of extensive research work. It is protected by copyright under the Copyright, Designs and Patents Act 1988. The authors of Aroq Limited’s research reports are drawn from a wide range of professional and academic disciplines. The facts within this report are believed to be correct at the time of publication...
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...front office * Differentiation of hotel core product to hotel revenue: not sure, don’t understand the meaning, refer to the slide 17 * Operational planning: Needed. Planning helps the hotel to have a smooth operation. Ex: scheduling staff during peak or low period of time. Or SOP (standard operation system) * Revenue expectation: Important as when revenue is set at a certain rate, if at the end of the month, hotel achieve or go beyon good, need to remain>< if it is below, something is wrong, certain department is not productive come up with strategy and solution to overcome * Customer focus (market orientation): always take into customer need and wants. Their needs and wants can change from time to time. It can be done by survey, guest feedback. otherwise, will lose the market. Also selling product to the right customer at a right place, right time and right price” | All suites | * Product and services variances: Applicable as the guest perception of all suites hotel is that hotel must offer varieties choices. Ex: Spa, swimming pool (should be olympic size), different type of in-house restaurant (Chinese, Italy , Western)… If in resort, should provide facilites for extreme sport such as diving, snowboarding, skiing * Team work among revenue and support center: xem giong o tren * Differentiation of hotel core product to hotel revenue: Must Satisfy and go beyond customer expectation. (before, during and after service) Ex: Sale wedding package, after...
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...calculate how much personal contribute to or detract from the bottom line and how salary levels relate to individuals’ performance (Davenport 2006). When you define your key industrial competitive pressures can provide a framework for developing strategies for your growth. Analyzing your primary competitor and identifying their strengths, weakness, opportunities and threats (SWOT Analysis) help determine target markets, marketing plan, customer service, sales forecasting and sales planning. Competition in business is not new. Competing on Analytics is rapidly becoming not just a good idea, but vital for more and more companies as the economy squeezed from all sides (Taylor 2007). “Organizations that become more analytical have leaders who fully embrace analytics and lead the company’s culture toward fact-based decision making. According to Tom Davenport, a distinguished professor of Information Technology Management at Babson College in Massachusetts, analytical competitors need to focus on the DELTA model, an acronym for five crucial analytical factors. Data focus on the successful analytics. It requires large volumes of high quality...
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...Running head: Analytic Competitors Analytic Competitors Lev Mallinger Grand Canyon University BUS 606: Quantitative Methods August 24, 2012 “A wise man is strong and a knowledgeable man increases in his strength” (Proverbs 24:5) Introduction An analytic competitor may be described as an organization engaged in the committed activities of accumulating data, organizing and analyzing it into meaningful information, and following through with business decisions and activities informed by that information. An uninformed layperson may assume most businesses operate as an analytic competitor. This, however, may not be so. Many time business decisions are made through anecdotal or subjective non-quantitative means. An example of this might be a person wanting to open up a restaurant in town. He sees there are no 24 hour diners in the town, so he figures that since he likes diner food, other people must also and without competition he will have a good chance to succeed. It is very possible that he will succeed, but his chances of success might improve if he were to do some research beforehand. Perhaps he could gather data that informed him more about his potential customer base. How interested are they in diner food? Do the town’s people engage in night time activity that would have them out of the house during the night and early morning hours? Buy collecting data and analyzing it the restaurateur can better plan his offerings and hours of operations. While being an analytic...
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...Marketing-it seems as if it is such a simple and minor concept compared to the whole process of creating a successful company. The key word that I am sure we all want to reach here is success. Running a successful company is the goal here, and the way you market/advertise to potential consumers can make or break the company’s success. Dr. M. Waters founded The Waters Bottling Company with intents to build this company to success by reaching the “right” market of consumers. The goals set and the intent of the founder is firm, but will not reach its success points without a plan in place for gaining the consumers interest. And this is the point where I come in. There are several different bottling companies established, what is going to make The Waters Bottling Company stand out to consumers and drive their interest? Marketing and Advertising: it really is that simple. The quality is there, the company is established, now we just need to spark the consumers interest and give them a reason to purchase our product over others. Let’s start with establishing the basics of marketing, and how we plan to implement these basics into The Waters Bottling Company to catch the eye of the consumers. Marketing is focused on taking advantage of those resources that are available so that the company can continually meet the consumer’s needs and growth of consumption. This technique is accomplished through frequent research of the consumer’s needs, and portraying to the consumer in an intriguing...
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...placement of items in their aisles,” (Ram Bezawada). Bezawada’s research shows that aisle placements can influence sales across product categories as much as other marketing variables, such as price or how an item is displayed (Jacqueline Ghosen, 2009). According to some researches, changing the allocation of the products will increase the weekly sales by more than 9% (Jacqueline Ghosen, 2009). From all these research, we can see that products placement is one of the most important factor that going to influence retailer’s profits. Putting products in the right place will bring more benefits. In marketing field, there are also some important theories about placement of products. It is called marketing mix which is usually refers to E. Jerome McCarthy's 4P classification for developing an effective marketing strategy. It encompasses product, price, placement (distribution) and promotion. These elements are adjusted until the right combination is found that serves the needs of the product's customers, while generating optimum income. Among the four Ps, place (distribution) is about getting the products to the customer. Although figures vary widely from product to product, roughly a fifth of the cost of a product goes on getting it to the...
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...Trap-Ease mouse traps have huge potential, but it is a question mark when referring to the Growth Share Matrix. In my opinion it has a high market growth rate, or attractiveness to the market, but right now its strengths is not there, referring to it relative market share. This idea of a mouse trap that can catch mice and not make a mess and is easy to set up is attractive to everyone. While the case states that women are the target market, I feel that men can like this product as well. The trick is marketing it the right way. It seems that the major problem is a huge lack in advertising. The cases states that she is very successful at the National Hardware Show in Chicago, but its seems that nobody cares that Trap-Ease mouse traps won the Best New Product Award or that it got good press from the show. What Martha House needs to do is go back to the drawing board and stop investing so much of her budget in these stupid hardware shows. She even says it doesn’t help her much. It’s probably because nobody cares about a hardware show. Before reading this case I didn’t even know that they had hardware shows. So you need a way to connect to people other than just going to hardware shows, where the only people that are going to be there are people who are enthusiast in hardware, which I assume is a very small percentage of people who buy these mouse traps. The case mentions how she wants to target women, since consumers like less of a mess and is easy to set up. Do you think women...
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...syllabus) Q1. After reading the Barnes & Noble case you will be familiar with many of the factors involved in the e-book market. Your task is to design an e-book reader that will be a success in a market of your choice and will disrupt a market leader or leading technology. Chose the features that will make it successful. Be prepared to describe the reasoning behind each of your choices. a. Market: Identify the market you are designing for i. General pleasure reading ii. Legal forms iii. Textbooks iv. Reference v. Another market (please specify) I will designing for the textbooks market. Because textbooks market is one of the biggest market of books. Every student need to buy their textbooks, and they always read books. They may really need to change a read style. So textbooks is a good market for me. b. Form factor: Chose the form factor that will make it successful i. A dedicated book reading device (Kindle, ii. Multipurpose device (tablets, iPads, etc) iii. General purpose computer (PC and Mac computers) iv. Smart phones (iPhone, Android) v. Other form (specify) I will focus on the multipurpose device. I think this factor will make it successful. Because students can read e-book anytime and everywhere. If I only focus on smart phones or general purpose computer or any other factors, students only can read by the factor I focused. It is inconvenient...
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...“Chrysler in Trouble” Synopsis: In 2008, the United States economy experienced some major down turn. Banks ceased lending, there were problems in the real estate markets, there was a rise in unemployment, and there was a decrease in personal spending among consumers. The United States car industry was affected tremendously. Consumers found it difficult to get an auto loan and that the actual financing was too expensive. The auto industry had its worse year since 1992 in 2008. There was an 18% decrease since 2007. Chrysler’s market was restricted to the United States and since the crisis started there, Chrysler’s sales were affected greatly. Chrysler found it hard to carry its own business. Chrysler Motors, LLC was the third largest automobile manufacturer in the United States who filed for bankruptcy protection on April 30, 2009, under section 363 of chapter 11 of the bankruptcy code. The company included its 24 subsidiaries in the filing. In order to remain viable and as a condition of the bankruptcy filing, Chrysler announced that it would form an alliance with Fiat SpA. Fiat was scheduled to receive a 20% stake in the company and it would increase to 35% over time. The Voluntary Employees Benefit Association would secure a 55% stake in the company once it emerged from bankruptcy. The United States Treasury would also participate in the restructuring of the company since they considered Chrysler an integral part of the United States economy and for their...
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...What is the Right Supply Chain for your product? -Marshall Fisher Summary prepared by Sunny Bhambhwani for Great Lakes Institute of Management Chennai Need for the Right Supply chain Before judging the correct supply chain for your organisation, we first need to understand what a supply chain is. A supply chain is a system of moving a product/service from supplier to customer. It involves organisations, people, technology, resources and activities. Hence, a right supply chain would be the one that not only delivers the product/service to the customer, but also helps the producer match the demand of the product/service to his supply, thereby causing no excess or shortage of inventory. In the current competitive marketplace, a producer cannot afford to lose any customer due to unavailability of the product when the customer needs it, nor can he afford to bear excess cost for inventory surplus which might be unsold for a long time. Hence, deciding the right supply chain is of prime importance in the operational functioning of the organization. Types of products To judge the right supply chain, the producer first needs to identify his product as functional or innovative. A functional product is the one that generally satisfies basic needs, has a long life cycle and has a predictable demand. Basic commodities fall under this category. Due to the stability in the demand, competition is fierce for functional products and hence, producers tend to differentiate their product from...
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