...KONE: The MonoSpace Launch in Germany Case Study Problem Statement: By 1996, KONE’s financial condition in Germany had deteriorated compared to previous years. Forecasts were bleak indicating little to no improvement for the near future. KONE business director, Raimo Hatala anticipated the launch of KONE’s latest offering, MonoSpace to improve the company’s financial position. Conversely, as initial test markets began, fears about the product’s ability to master the German market were raised. Hatala contemplated a successful entry strategy that would position the product appropriately and permit the company to leave a durable impression on the German market. Before the launch of MonoSpace in Germany, it was test marketed in select countries. Merely 40 units were sold in France although 300 were expected, even worse, no units were sold in the United Kingdom. The market became saturated; the construction boom terminated abruptly and demand for elevator gear was projected to fall by 15 percent. Competition for new installations was intense, large companies sold their equipment at or below cost to customers. Service contracts were commonly closed with companies that originally installed the equipment. Six major companies dominated the German market in 1995: Schindler, Otis and Thyssen, with KONE placing fourth. 150 small local companies, as well 30 mid-size players comprised the total market share. This resulted in a fragmented market. The largest construction...
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...CAN FOR KONE : THE MONOSPACE Launch In Germany. SUBMITTED BY RAJESH KUMAR ,PRAVEEN & SONY EEPM : 04 IIMK Nov 1996 Raimo Hatala- Director of Konie Construction Industry slump, Low Differentiation among competiton, lead to low pricing and low margin in the Industry. Margin of Kone came down to 6% of turnover in 1st 8 mths of 1996. New Revolutionary Pdt- MONO SPACE. Concern of Raimo Hatala Size of Monospace in Germany.How to Price & position Monospace.How will it canabalize Sales of KoNes Existing Low ise elevators.Launch strategies? Elevator Industry: Mainly dominated by 5 companies..New Equipment mkt accounts for : 9 Billion Dollar & Servicing mkt for : 13 Billion Dollars . 80% of all service Contract were given to Original equipment manufactures. Elevator Technology Gearless-10%(High speed – high rise commercial building)Geared Traction-30%(Low raise building).Hydraulic -60%(50% low cost than Geared transaction But high on oil consumption) Machine Room Requirement Gearless Elevators: 11-15 Square meters, Geared Traction:11 Square meters,3 Fixed Placement option, TOP OF THE SHAFT (PT) LOWEST FLOOR(PU):Expensive because of complex roping arrangement. Slightly above top floor & to the side of the shaft(PS):Most expensive & least Common. Hydrulic Elevator machine room(PH): 5 square meters Total elevator Cost: 50% Equipment+50% for construction of shaft /machine room/Instalation cost. About KONE: Established in 1910 in...
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...KONE has targeted MonoSpace directly at Europe’s largest new-equipment market segment: low-rise residential elevators. Put yourself in Hätälä’s shoes and develop a detailed marketing plan for launching the MonoSpace in Germany. Kone was to launch the MonoSpace in the low-rise residential elevator market in Germany, which was its largest country market in Europe and vital to its overall success. 96% of elevators purchases in GER Kone has two real options: • They could market the product either both lines together MonoSpace and the hydraulic and the geared traction • They could position it as top of the line. Set a price for the MonoSpace (to facilitate comparison with prices of existing products as given at the bottom of case page 4, price a low-rise, 4-floor elevator) and specify clearly how it is to be positioned relative to the current product line (PH, PT, PU, or PS). MonoSpace fits relative to product lines. Based upon the above mentioned two options of MonoSpace launch plan, KONE can have the following two strategies to position MonoSpace in the elevator market, so that it should not cannibalize its own products and should be differentiated among its competitors. • Approach 1: Rather than adopting price-skimming strategy in extremely sensitive German market, KONE should price the MonoSpace similar to products offered by SCHINDLER and OTIS, but emphasize MonoSpace benefits to customers. • Approach 2: KONE should position MonoSpace above the gear...
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...Problem Statement: By 1996, KONE’s financial condition in Germany had deteriorated compared to previous years. Forecasts were bleak indicating little to no improvement for the near future. KONE business director, Raimo Hatala anticipated the launch of KONE’s latest offering, MonoSpace to improve the company’s financial position. Conversely, as initial test markets began, fears about the product’s ability to master the German market were raised. Hatala contemplated a successful entry strategy that would position the product appropriately and permit the company to leave a durable impression on the German market. Before the launch of MonoSpace in Germany, it was test marketed in select countries. Merely 40 units were sold in France although 300 were expected, even worse, no units were sold in the United Kingdom. The market became saturated; the construction boom terminated abruptly and demand for elevator gear was projected to fall by 15 percent. Competition for new installations was intense, large companies sold their equipment at or below cost to customers. Service contracts were commonly closed with companies that originally installed the equipment. Six major companies dominated the German market in 1995: Schindler, Otis and Thyssen, with KONE placing fourth. 150 small local companies, as well 30 mid-size players comprised the total market share. This resulted in a fragmented market. The largest construction companies controlled 20 percent of the market, while...
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...strategy for launch the MonoSpace® in Germany is using low price to gain market share. This suggestion is based on the following reasons: First, the Germany market is shrinking. The expect market of Germany in year 2000 is 4000 renovating unit (26% of 15,500 unit in 1995) and 13,000 new unit. (85% of 15,500 unit in1995) Since ј of the expected market will be renovating projects, which cannot utilize the most significant strength of MonoSpace® (No machine room) I suggest we split the marketing strategy of MonoSpace® into two parts: renovation market and new equipment market. For renovation market, property developer, who primly concerned with the overall cost, will be the focus customers. We will emphasis the long-term cost saving for replacing an old elevator to a MonoSpace®, such as better energy saving benefit and lower maintain cost. For new equipment market, we will focus on architects, because most small contractors rely on architects to select elevators. Thus, property developers, general constructors, and architects will be our target customers. Second, mid-size player and “cowboys” count for a 35.5% German elevator market share. They are our main competitors in Germany market. Since the end of construction boom brought price competitions, which effectively squeezed the space for mid-size or small players, we should price the MonoSpace® at a low price in order to gain market share from those mid-size or small players. My suggested pricing police for MonoSpace® are to set...
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...model, select a target market segment(s) for commercialization efforts. Justify your choice. Case: Preparation Questions 2. 3. 4. 4 5. Write a value proposition for the Kunst 1600 for the target market(s). SAP: Building a Leading Technology Brand 1. What should SAP stand for? What is its brand promise? 2. Would you make any changes in the branding elements? SAP brand architecture, logos? 3. How can SAP ensure consistent messaging and consistent look and feel in all SAP communications worldwide? 4. How can SAP leverage its brand to companies of all sizes? 5&6 Precise Software Solutions 1. Should Alon plan on introducing Insight at Openworld 2000? Why or Why not? 2. What should Precise strategy be for insight? Should they launch a separate sale force for the new product or sell it through their existing sales force? How good is...
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...MIB International Marketing Kone MonoSpace Case (for week 8 in-class discussion) For your consideration, but don't limit your exploration, analysis & recommendations to: This is a complex case with a lot of moving parts. It is usually used in the 2nd year of a 2-year MBA program, and often in either the capstone strategy course or an upper level marketing course. We are going to try to limit our analysis and discussion to a few of the key issues. You are not limited to addressing the questions found below, rather include anything else you feel to be important. • • • How important is this product launch in Germany for Kone? What are the implications for the company and it's future? What can be learned and applied from the prior launches in the 3 other countries? How does Germany's market differ and what approaches can be used to better ensure success there? This is a new product, and quite different from existing products. Different is not always better, and some markets are sometimes slow to adopt innovation. Summarize the new features and benefits for each market segment and DMU. How would you position the MonoSpace for launch in the German market? Which (who) are the major customer segments you think will respond favorably? Closely related, how would you price it? What are your pricing objectives and goals? (this is the heart of the case, explain and justify your choices here) How might Kone's competitors react to this product launch (based on your pricing and positioning...
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...|The case preparation questions are intended to help you identify and address the key issues in the case while preparing the case analysis note| |for each case before the discussion in the class. | |Session No & Date |Case: Preparation Questions | |1&2 |PV Technologies Inc: Were they asleep at the Switch? | | |What could be the reasons for the unfavorable evaluation of PV technologies by Greg Morgan? | | |Evaluate alternative course of action available to PVT to gain favorable evaluation by Solenergy for the Barstow | | |Project? | | |What short term and long term policies and processes should PVT develop and implement to effectively improve its | | |marketing programs? | |3 |Kunst 1600 | | |What are the major...
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...Android Tutorial ANDROID TUTORIAL Simply Easy Learning by tutorialspoint.com tutorialspoint.com i ABOUT THE TUTORIAL Android Tutorial Android is an open source and Linux-based operating system for mobile devices such as smartphones and tablet computers. Android was developed by the Open Handset Alliance, led by Google, and other companies. This tutorial will teach you basic Android programming and will also take you through some advance concepts related to Android application development. Audience This tutorial has been prepared for the beginners to help them understand basic Android programming. After completing this tutorial you will find yourself at a moderate level of expertise in Android programming from where you can take yourself to next levels. Prerequisites Android programming is based on Java programming language so if you have basic understanding on Java programming then it will be a fun to learn Android application development. Copyright & Disclaimer Notice All the content and graphics on this tutorial are the property of tutorialspoint.com. Any content from tutorialspoint.com or this tutorial may not be redistributed or reproduced in any way, shape, or form without the written permission of tutorialspoint.com. Failure to do so is a violation of copyright laws. This tutorial may contain inaccuracies or errors and tutorialspoint provides no guarantee regarding the accuracy of the site or its contents including this tutorial. If you discover...
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...LabVIEW Getting Started with LabVIEW TM Getting Started with LabVIEW June 2010 373427G-01 Support Worldwide Technical Support and Product Information ni.com National Instruments Corporate Headquarters 11500 North Mopac Expressway Austin, Texas 78759-3504 USA Tel: 512 683 0100 Worldwide Offices Australia 1800 300 800, Austria 43 662 457990-0, Belgium 32 (0) 2 757 0020, Brazil 55 11 3262 3599, Canada 800 433 3488, China 86 21 5050 9800, Czech Republic 420 224 235 774, Denmark 45 45 76 26 00, Finland 358 (0) 9 725 72511, France 01 57 66 24 24, Germany 49 89 7413130, India 91 80 41190000, Israel 972 3 6393737, Italy 39 02 41309277, Japan 0120-527196, Korea 82 02 3451 3400, Lebanon 961 (0) 1 33 28 28, Malaysia 1800 887710, Mexico 01 800 010 0793, Netherlands 31 (0) 348 433 466, New Zealand 0800 553 322, Norway 47 (0) 66 90 76 60, Poland 48 22 328 90 10, Portugal 351 210 311 210, Russia 7 495 783 6851, Singapore 1800 226 5886, Slovenia 386 3 425 42 00, South Africa 27 0 11 805 8197, Spain 34 91 640 0085, Sweden 46 (0) 8 587 895 00, Switzerland 41 56 2005151, Taiwan 886 02 2377 2222, Thailand 662 278 6777, Turkey 90 212 279 3031, United Kingdom 44 (0) 1635 523545 For further support information, refer to the Technical Support and Professional Services appendix. To comment on National Instruments documentation, refer to the National Instruments Web site at ni.com/info and enter the Info Code feedback. © 2003–2010 National Instruments Corporation. All rights reserved. ...
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...HTML & CSS Design and Build Websites Jon Duckett John Wiley & Sons, Inc. HTML & CSS Design and build Websites Published by John Wiley & Sons, Inc. 10475 Crosspoint Boulevard Indianapolis, IN 46256 www.wiley.com ©2011 by John Wiley & Sons, Inc., Indianapolis, Indiana ISBN: 978-1-118-00818-8 Manufactured in the United States of America Published simultaneously in Canada 10 9 8 7 6 5 4 3 2 1 No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 7486011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions. Limit of Liability/Disclaimer of Warranty: The publisher and the author make no representations or warranties with respect to the accuracy or completeness of the contents of this work and specifically disclaim all warranties, including without limitation warranties of fitness for a particular purpose. No warranty may be created or extended by sales...
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...Oracle® Business Intelligence Applications Installation Guide for Informatica PowerCenter Users Release 7.9.6.4 E35271-01 November 2012 Provides the steps to install and set up Oracle Business Intelligence Applications Release 7.9.6.4. Oracle Business Intelligence Applications Installation Guide for Informatica PowerCenter Users, Release 7.9.6.4 E35271-01 Copyright © 2009, 2012, Oracle and/or its affiliates. All rights reserved. Primary Author: P Brownbridge This software and related documentation are provided under a license agreement containing restrictions on use and disclosure and are protected by intellectual property laws. Except as expressly permitted in your license agreement or allowed by law, you may not use, copy, reproduce, translate, broadcast, modify, license, transmit, distribute, exhibit, perform, publish, or display any part, in any form, or by any means. Reverse engineering, disassembly, or decompilation of this software, unless required by law for interoperability, is prohibited. The information contained herein is subject to change without notice and is not warranted to be error-free. If you find any errors, please report them to us in writing. If this is software or related documentation that is delivered to the U.S. Government or anyone licensing it on behalf of the U.S. Government, the following notice is applicable: U.S. GOVERNMENT END USERS: Oracle programs, including any operating system, integrated software, any programs installed...
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...Excel 2010 Microsoft ® ® ® Formulas John Walkenbach BONUS CD-ROM! Includes all Excel workbook files used in the book, plus the complete book in a searchable PDF file Excel® 2010 Formulas by John Walkenbach Excel® 2010 Formulas Published by Wiley Publishing, Inc. 111 River Street Hoboken, NJ 07030-5774 www.wiley.com Copyright © 2010 by Wiley Publishing, Inc., Indianapolis, Indiana Published by Wiley Publishing, Inc., Indianapolis, Indiana Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 7486011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions. Trademarks: Wiley, the Wiley Publishing logo, For Dummies, the Dummies Man logo, A Reference for the Rest of Us!, The Dummies Way, Dummies Daily, The Fun and Easy Way, Dummies.com, Making Everything Easier, and related trade dress are trademarks...
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...PUBLISHED BY Microsoft Press A Division of Microsoft Corporation One Microsoft Way Redmond, Washington 98052-6399 Copyright © 2008 by Microsoft Corporation All rights reserved. No part of the contents of this book may be reproduced or transmitted in any form or by any means without the written permission of the publisher. Library of Congress Control Number: 2008920571 Printed and bound in the United States of America. 1 2 3 4 5 6 7 8 9 QWT 3 2 1 0 9 8 Distributed in Canada by H.B. Fenn and Company Ltd. A CIP catalogue record for this book is available from the British Library. Microsoft Press books are available through booksellers and distributors worldwide. For further information about international editions, contact your local Microsoft Corporation office or contact Microsoft Press International directly at fax (425) 936-7329. Visit our Web site at www.microsoft.com/mspress. Send comments to rkinput@microsoft.com. Microsoft, Microsoft Press, Active Directory, Internet Explorer, JScript, MSDN, Silverlight, SQL Server, Visual Basic, Visual Studio, Win32, Windows, Windows Media, Windows NT, Windows PowerShell, Windows Server, Windows Vista and Xbox are either registered trademarks or trademarks of Microsoft Corporation in the United States and/or other countries. Other product and company names mentioned herein may be the trademarks of their respective owners. The example companies, organizations, products, domain names, e-mail addresses, logos, people, places...
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...HTML, DHTML & JavaScript HTML, DHTML & JavaScript PRAVESH – Student Guide Subject: HTML. DHTML & JavaScript V1.0 Training & Development Division Page 1 of 282 HTML, DHTML & JavaScript Chapter 1: Introduction to Web and Internet...................................................................................3 Chapter 2: HTML's Role on the Web...........................................................................................13 Chapter 3: Creating a Web Page and Entering Text ....................................................................24 Chapter 4: Changing and Customizing HTML Text....................................................................33 Chapter 5: Displaying Text in Lists .............................................................................................43 Chapter 6: Adding Graphics to Your Web Pages.........................................................................54 Chapter 7: Hypertext and Creating Links.....................................................................................64 Chapter 8: Clickable Image Maps and Graphical interfaces........................................................74 Chapter 9: HTML Forms..............................................................................................................85 Chapter 10: Images, Multimedia Objects and Background Graphics ..........................................96 Chapter 11: Adding Tables to your Documents.............................
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