第一题
The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan. Also known as the Four P’s, the marketing mix elements are price, place , product, and promotion.
In order to better explain the 4Ps. Let us look at Sony's marketing mix in China.
1. PRODUCT: product strategy for Sony Ericsson mobile phone
Mobile technology products and fashion products is unity. In order to update the product quickly and keeping up with fashion trends. Since Sony Ericsson officially launched in China. The full integration of the two parent companies own characteristics on consumer electronics technology and content, and soon formed high-tech products, and mobile phones. And a R & D center has been set up in Beijing. And in 2005 introduced a breath from top to bottom a total of more than a dozen models of Sony Ericsson products only for China consumers. What’s more, Sony Ericsson added image, entertainment and connectivity features into the phone, the phone is no longer just a communication tool, the phone also has a fashion and entertainment elements.
The above reflects the success from the side of Sony Ericsson mobile phones in developing good grasp of Chinese mobile phone trends
2. PRICE: price strategy for Sony Ericsson phones
Price strategy is to study how to make it easier for consumers to accept the price to sell products. It is an important means to achieve business goals. Price is the only factor in the marketing mix to create income, which directly influence and determine the level of corporate income.
Sony Ericsson is positioned in the high-end market, from entering the Chinese market since the high prices mainly for business people and young fashion, the price of new product is usually 2000-4000 Yuan. In recent years, Sony Ericsson have begun to consider the extent of Chinese consumer spending. Launched a number of low-end entry-phones. Which is also popular. This makes the company's products can cover various grades of high, medium and low-end, And get a higher market share.
3. PLACE: place strategy for Sony Ericsson mobile phones
With enterprise place strategy refers to multi-channel sales performance art and skill of its marketing goals. Using appropriate sales channels can often get a multiplier effect. When Sony Ericsson started to enter the Chinese market, it choose the form of regional distributor. This makes Sony Ericsson's cooperation with distributors weakened balance. Sony Ericsson will soon begin a new step in the channel change. Sony Ericsson expanded channel-- The introduction of a number of relatively strong dealer.
4. PROMOTION: Promotion strategy for Sony Ericsson phones
Once the product matured, it will intensify competition in the market, then we should highlight the promotional marketing mix factors
Sony Ericsson choose Terminal Sales and Advertising Strategy. During the holidays, especially the May Day, November holiday, New Year, Spring Festival. Sony Ericsson in various cities nationwide mobile phone stores and malls on-site promotional activities. Sell mainstream mobile products for different consumer groups. Sony Ericsson is very special in advertising. It advertised very carefully. Sony Ericsson is more than happy to do product placement.
第二题
From IKEA's success, we can learn some successful furniture sales experience and strategies, which can help more companies learn to become more influential and more successful furniture dealer
let us analyze IKEA success factors
1. IKEA have accurate market positioning
IKEA's business philosophy is \"to provide a wide range of beautiful and practical, affordable price household goods,\" From the beginning, IKEA decided and household consumers in the \"most people\" stand together.
IKEA market position in China is \"to buy luxuries, but can not afford the high
prices.\" Which attracted the attention of many intellectuals and white-collar.
2. IKEA's products unique style
IKEA to sell products all designed by IKEA independent company, product, distinctive style. Emphasis on product \"simple, natural, fresh, well-designed\" style.
3. A wide range of products
There are more than 10,000 kinds of products for customers to choose. Basically, any taste of the customer can be required to buy a home at the IKEA home products.
Of course, the most striking is IKEA's place strategy. IN IKEA's display area, there are a number of separated display unit, respectively, show how the different functional areas with different furniture unique effect. IKEA Shows mall furnished with its emphasis on the customer. IKEA furniture to encourage customers to try samples. Weekend when a lot of people, Changsha IKEA sofa area hair almost filled with people. These above for IKEA won a good reputation and create a good brand, a well-known brand.
Thus, we can summarize the requirement for furniture dealer to success.
To be successful, we must strive to make products closer to customers, allow customers to better understand our product image. Meanwhile, efforts to reduce
product costs, make the product more affordable, so that more people can afford, We can reduce the cost of production or marketing costs of furniture, but the most important thing is to make yourself more new marketing tool to attract more attention of consumers. If we could do that, we will embark on the road to success
第三题
Their difference is mainly manifested in the following aspects.organizational model, view of world, orientation, configuration of key assets, role of country units, and development and
diffusion of knowledge.
An international company's organizational model is a coordinated federation, its center / headquarters is a source of expertise and competence. International companies are often considered to reflect ethnocentric tendencies. International companies are generally regarded the world market as an extension of the domestic market. Such companies usually put the core assets are concentrated in the home country. And the other assets scattered in markets in other countries. Technology development are done at the home country by parent company and passed to their markets and subsidiary of the world. For example the FedEx.
A multinational organization model is based on decentralized federation. In their view the market in each country is unique. Therefore, such companies usually reflect a multi-center orientation. The principal asset of multinational corporations
is dispersed and self-sufficient. Role of the state unit is to use local of the opportunity. In fact, the response speed is one of the biggest advantages of multinational companies. However, the opportunities are limited because knowledge is often to be retained by the independent operating units. For a global company's organizational model is a centralized hub. For example the Citicorp and the Cap Gemini
Universal with different perspectives to the companies before. Global companies look at the world from global markets and global resources in two ways. Global company positioning the company in the home country. except those related to marketing or purchasing. Knowledge of marketing or purchasing jointly developed and shared by the headquarters and national units. For example the Harley-Davidson; BMW; Mercedes-Benz; Coca-Cola; Swatch
A transnational company is an integrated network . Generally speaking, transnational company views the world in terms of both markets and resources. This geocentric view is operated by dispersing specialized key assets around the world but keeping them interdependent. Country units are expected to make contributions to the company worldwide. company knowledge about markets and resources is developed jointly and shared. For example the Toyota; Honda; Nestle
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