Name: Sukirthan Sirigantharayan
IDENTIFICATION OF PROBLEM(S) A few challenges that Dow Corning Company face are that customers wanted lower prices for the products which was the “dilemma of the day, but question of survival in the global arena” (Dow Corning). Few customers did not want to pay for the additional service provided and only wanted the product itself, especially if they had prior knowledge of what and how the product worked. Due to this issue, Dow Corning Inc. had created a second brand, Xiameter – product only brand, which solely focused on providing consumers with the product without the service which operated via web. By producing the brand, Xiameter; they forecasted a risk, which would cause the Xiameter brand to cannibalize
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The original brand was Dow Corning which offered their consumers the product plus additional service but was found expensive. The second brand, Xiameter, was mainly only for consumers who knew what product they wanted and do not require assistance or extra service. Dow Corning Inc. made both models successful by explaining the differences between the two brands including the benefits. Most customers valued the services offered by the original brand and some customers purchased from both models due to the different benefits that were …show more content…
Some recommendations that Dow Corning should consider to help grow their company are to analyze the competition and learn from what they are doing. They should be able understand both the risks and rewards when entering the competition or trying launch a new brand and try to come up with some new ideas in how to attract consumers which the competitors haven’t done. Dow Corning needs to make sure they are able to differentiate themselves from the competitors in ways that will catch their consumer’s
Caterpillar Inc. - Strengths and Weaknesses Caterpillar Inc., sought to better determine customer demand by leveraging the Internet. Using i2 Demand Chain Management, Caterpillar created an online dealer storefront that is accessible to both dealers and end customers, and the company has expanded its sales coverage, reduced the cost of sale, and increased productivity. Caterpillar’s Building Constructions Product Division needed to predict and rapidly respond to customer demand. The company wanted to empower its dealer network to provide the highest levels of service to the end customer. Company executives knew that the Internet was critical to their strategy. Caterpillar wanted to leverage the Internet to provide more visibility into customer buying habits. In doing so, it could save millions of dollars in inventory by building and configuring those products that customers demand, rather than stocking excess inventory. The company wanted to promote specific product lines and associated work tools using a combination of traditional (dealer) and nontraditional (Internet) channels th...
Ferrell, O. C. (2008). “New Belgium Brewing Company(A)” in Ferrell, O. C., and Hartline, Michael D., Marketing Strategy, Fourth Edition, Mason, Ohio: Thompson Southwestern Publishing, pp. 463-470.
Nevertheless, it must “defend” its current market share if not increase it, by maintaining premium quality and develop innovative products. The marketing mix strategies will effectively achieve targeted revenue and profitability in the near future.
In recent years many manufacturing companies have exceeded the technology for residential, agriculture, construction, landscaping, forestry and engines, yet John Deere is still one of the best products that people use everyday. Questions come up whether the company’s products are proven, simple, more efficient, and integrated machines that are capable of developing engines. Some of the merchandises are strong-featured to survive the extreme vibration, temperatures, and duty cycles found in off-highway conditions. This paper will demonstrate Economic Environment, Socio-cultural Environment, Global Environment, Competitive Environment, Governmental Environment, and Technological Environment of John Deere Corporation (Leslie, 2014).
It should capitalize on the cost-leadership strategy and improve its customer service to edge out Ace and steal a chunk of its market share. Lowe’s should also seek to negotiate for favorable contracts with the major Australian suppliers on a cost-advantage level and thus increase its bargaining power. Moreover, such a strategy would create an entry barrier for Australian start-up competitors who might seek to use their home advantage to outcompete
Corning is a decentralized company currently being plagued by both external and internal threats, such as market uncertainty and poor communication and planning systems. The company has just recently started to recover from a large layoff in 1975, which reduced worker job confidence. The Houghton family has a preference for an informal workplace with an ambiguous leadership style that contradicts the formal and strict resource allocation system designed for their international strategy. The current strategy being employed differs with the owner’s philosophy, which is important, since the President must buy into the plan to understand and communicate it effectively. This miscommunication creates goal incongruence, which is exemplified by the confusion of corporate divisions about whether they should be focusing on reducing cost or being an innovator. Also, each officer has been described as having work that overlaps, showing no focus and a lack of efficiency. The fact that each of the over 150 businesses groups have to write up a resource allocation request and business strategy creates the issue of finding time to read each report.
"Historically, the thinking was: a good product will sell itself. However there are no bad products anymore in today's highly competitive...
manufactures wanted to be able to talk to potential customers about their emerging brands and so a
produce the branded product. An important thing to note is that people’s material needs must
Brand extension failure: Colgate's Kitchen Entrees frozen dinners, Smith and Wesson bicycles, Frito-Lay Lemonade, Maxwell House Ready-To Drink Coffee and Clairol's “Touch of Yogurt” shampoo are great examples.
Pricing. Our product is priced lower than our competitors in our industry. Even though our competitors have a different kind of product compared to us.
On the Ansoff matrix below is shown what growth strategies for new and existing products and markets can be used from the company.
...ials to make their products rather than using materials that carries hazardous materials. There widespread of products help expand the company all around the world, and inspire the world with great performance and design.
Keller (2008) stated that both awareness are important for the customer to make a loyal. It is explored by Liu, Liston-Heyes & Ko (2010) that particular name of the brand, availability and previous experience helps a customer satisfied and