1. Introduction: The Current Internationalization Efforts of Galanz
Recent years have witnessed the surging of Chinese manufacturers as China has become the “world’s local factory”. Galanz Group, the Guangdong based home appliances manufacturer, has also evolved globally with China’s international growth. Since its inception in 1987 as a textile company , Galanz has been developing constantly and rapidly taping into the global market. The company quickly gained significant domestic market share as it started to focus on its areas of expertise in the microwave business sector on 1992. Since then Galanz has become the leading company in microwave-oven business, acquiring 25.1% domestic market share on 1995 and expanded into 61.4% on 1998 .
Having conquered the domestic market, Galanz reached into the global market through the OEM (Original Equipment Manufacturer) method in 1998 . This means that Galanz sells its products to other companies which will re-brand the products under their own names . OEM is proven to be a swift method of tapping into the global market for Galanz, while the other parties benefit from getting low manufacturing costs without having to set up their own operations in China.
Recently, Galanz has been starting to promote its own independent brand. Among total export volume of Galanz from the start of its global operation to 2003, the ratio of independent brands and OEM rose from 1:9 to 3:7 . This shows a change in Galanz internationalization strategy, switching focus into getting consumer to recognize Galanz as an independent brand.
Aside from its success in the microwave market, Galanz has been trying to expand its product portfolio, introducing other household appliances from then on. The company currently has 13 subsidiaries, 52 sales offices in China and branches in Hong Kong, Seoul and North America .
2. The Key Success Factor of Galanz
It is undisputable that one of Galanz’ strength is the ability to produce goods with a substantially lower cost. Nevertheless, almost all Chinese manufacturers are cost-effective in terms of production of goods. What causes Galanz to outperform other Chinese manufacturers is its initial method of internationalization. The choice of employing OEM method was proven to be a crucial success factor. By using OEM, Galanz went into the global market inexpensively by avoiding the costs associated with promoting its brand and establishing a distribution network. It also enabled the company to use the OEM partners’ manufacturing equipment to produce its own branded products to be sold in the domestic market.
Religion has been an important part of man’s life. Man has allowed religion to control and influence his life in many different ways, affecting both his behavior and his actions. So its not surprising that music, one of man’s earliest expressive forms, has also been influenced by religion. Religion has had an effect on man’s music all throughout history, from the early Egyptians to even now. So it is only natural that Western music should also have been affected by religion. Western music, and its development by composers, has been strongly influenced by the Christian religion, especially in the Medieval, Renaissance, and Baroque periods. The music in these periods laid the foundation for all the different types of music we enjoy today.
A price skimming strategy is recommended for Genicone for Brazilian market to minimize the payback time investment and to thwart other foreign players from entering the market. Market entry mode for Genicon should be licensing or joint venture rather than exporting. This is because licensing and joint venture provides much more control of the operations which is essential in healthcare equipment industry. A global product strategy should be adopted because international standards are similar for surgical instruments. Marketing strategy should be sales promotion for Genicon because this industry is characterized by push-factors of distribution channel, rather than pull-factors of demand. It is anticipated that Genicon will be able to capture a significant market share in a short period of time by following above mentioned strategies and tactics.
Transition: The perception of Chinese car companies is changing since Geely was the first Chinese car company to display a car at the North American International Auto Show.
The music of George Frideric Handel has been celebrated throughout time, especially his oratorio work. Handel’s oratorios are considered to be some of the best in existence. However, much discussion and reverence is given to his Messiah, while the others are not as commonly subject to this praise. Therefore, I will investigate the origin and creation of the oratorio, Esther by Handel, with focus on his music for the scene. I will argue that Handel expresses the drama and emotion of this biblical story through the musical elements he employs, particularily
...s left with four afflicted fingers on his right hand which deterred him from playing. However, he regained function rapidly. William Cavendish, 3rd Duke of Devonshire asked Handel to go to Dublin to hold benefit concerts for hospitals in 1741. The first performance of Handel’s popular Messiah occurred in 1742 at the New Music Hall. The act of utilizing English soloist met its peak with Samson’s first debut. He wrote Music for the Royal Fireworksin 1749, and 12,000 people were present for the initial performance. He held a benefit concert of his work Messiah to raise money for the Foundling Hospital. This benefit concert was so successful each year a concerts was held to raise money for hospitals. Handel died at home at the age of 74 in 1759. Over three thousand people went to his funeral at Westminster Abbey, and his funeral received complete state honors (George).
Because public luxuries are strong for product and brand, and brand is oriented by consumer and identity. Accordingly, brands are regarded as images in the identities of consumers and other identities of target groups (Esch, 2010), which are designed by companies to decide their products (Kotler et al., 2009). Luxury brands are highly associated with their core consumer (Kapferer, 2008). For example, Land Rover is one of the worlds company to produce four-wheel drives, is the famous British SUV brand. The prices of Land Rover mostly are depend on middle-class economic conditions and the appearance of the car and speed of it are based on the male identity, mostly giving a image of tough guy. Despite the fact that public luxuries are more relevant to identities ,which is contrary to the private necessities. For private necessities, such as Haier, is the worlds largest household appliances maker, the global brand share of Haiers refrigerators, washing machines are on the top of the world. Compared with the relationship between the identity and Haier, Haier is more focus on quality of its products. The 1980s, coincided with the beginning of reform in China, many enterprises to introduce foreign advanced technology and refrigerator equipments, likes Haier. At that time, home appliances supply less than demand, there had a lot of enterprises which only focused on production rather than on quality.
The organization has had to ensure that it has retail stores in many countries globally and website options in more than 100 countries. The company further enhances access of online stores in more than 37 countries which is accessible all the time and people are able to access the services regardless of their location. Globalization further affects the organization in the sense of international market management which requires it to engage in strictly global decision making. The organization’s production networks have been geared to enhancing global competition (Lüsted, 2012) .The Company is further good when it comes to seizing the opportunities available in global market. For the organization to find efficient as well as cheap means of production, it has to bargain hard so as to allow its contractors to have low profits. This mostly is consequential to the suppliers cutting corners with the use of cheap
Gome, founded by Huang Guangyu, in 1987 as a little shop selling only imported home appliances in Beijing. In 1996, following the emergence of domestic brands, Gome adjusted its operational structure and shifted its focus to domestically produced, joint-venture brands. From early 1990s, Gome has expended rapidly and established its top position in China’s home appliances market. Gome pursued a retail plus low prices operation strategy from the very beginning. Dealing with manufacturers directly with guaranteed sales volume, centralized purchase and decentralized sales obtained concessions and higher level of rebates from suppliers and hence low costs, which in turn contributed lower retail prices and larger sales volume. Gome has established a positive cycle of capital and goods.
Where there is rapid growth comes increased competition; similarities in products across manufacturers have reduced brand differentiation across the board. The problem now is the severe rise of copycat companies and manufacturers that copy designs and specifications of cars, and proceed to undercut the original manufacturer’s profit margins. So to improve their brand standing, every manufacturer’s individually have resort...
BMW having high market share in European and U.S luxury car markets, started facing issues with launch product qualities and also facing a fierce competition from Japanese producers. Currently the market share was still stable but the rigorous growth of Japanese producers would affect BMW in future. These Japanese competitors had set higher standards of conformance.
Products are not standardized and vary by country in terms of type, packaging and specification. This increases production time, production costs, lead tim...
We have carried out a study on the F.M.C.G Company Heinz. Heinz is the most global U.S based food company, with a world-class portfolio of powerful brands holding number 1 and number 2 market positions in more than 50 worldwide markets. There are many other famous brand names in the company¡¦s portfolio besides Heinz itself, StarKist, Ore-Ida, Plasmon, and Watties. In fact, Heinz owns more than 200 brands around the world and makes over 5,700 varieties.
Samsung Electronics Company (SEC) began doing business in 1969 as a low-cost manufacturer of black and white televisions. In 1970, “Samsung acquired a semiconductor business” which would be a milestone that initiated the future for SEC. Entering the semiconductor industry would also be the beginning of the turnaround phase for SEC. In 1980, SEC showed the market its ability to mass produce. SEC became a major supplier of commodity products (televisions, microwave ovens and VCRs) in massive quantities to well known original equipment manufacturers (OEMs). For this reason, Samsung was able to easily transition into a major player in the electronic products and home appliances market (Quelch & Harrington, 2008).
The ability of the management in positioning and establishing the product is a success in any company that operates for marketing and profit acquisition. Furthermore, the ability of the company and its management to complete and maintain a competitive edge among its competitor throughout the product differentiation is another basis to say that is successful. Also, innovation and the constant development on the product lines and the growing number of customers also define the corporate standing of a company. Effective branding strategy and strong brand name are an important part of the profitable business. But, all the strategies and all marketing theories can be worth nothing without the compliance of the desires of consumers.
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