It has been on the market for last six weeks and has performed well all this while. Affordability is a great volume driver especially in emerging markets like China, India etc. After all, the local Chinese players are thriving on the Chinese middle class population which has still got a lot of potential in it even after suffering the stock market rout for a few months now. The local SUV builders have in fact gained some market share on the back of their low cost, low price strategy. Riding the success of its first SUV, Baojun brand sales jumped 282.5 % to 223,367 units, an all-time high from January to August.
i. ASUS The strengths of ASUS include brand image and recognition and strong market share. As most of the people know that, ASUS is the number one brand in Malaysia. Besides that, ASUS had been acknowledged as one of Taiwan’s top performing international brands. In 2014, Asus received a high record of 4326 local and global awards. In addition, in the same year, fortune magazine published an article, which ASUS featured in the world’s most admired companies.
Indian telecom industry has gone through a high pace of market liberalization and growth since the 1990s and now has become the most competitive in the world and one of the fastest growing telecom markets. The Industry has grown over 20 times in just 10 years, from under 37 million subscribers in the year 2001 to more than 840 million subscribers in the year 2011. India has the world’s 2nd largest mobile phone user base with more than 930.12 million users as of May 2012. It has the world’s 2nd largest Internet user-base with over 300 million as of June 2015. Telecommunication has helped in the socioeconomic development of India and has played a significant role to narrow down the rural and urban digitalization divide to some extent.
Tina Wang Stephen P. Davis Business writing June 29, 2015 The miracles: VIPS’ Success in China Between 2008 and 2015 Vipshop Holdings Ltd (VIPS) has rapidly become one of China’s three big mainstream electric commercial states today, since its founding in August 2008. It is a preferred online flash sales channel in China for popular domestic and international brands, and the company offers high quality and popular brand products to consumers throughout China at a significant discount from retail prices. VIPS’ unique business model, sales channel and strong after-sale service guarantee have contributed to the success of VIPS in China between the years 2008 and 2015. VIPS’ business model provides consumers a unique online shopping experience
Secondly, Lenovo has faced a high shipment growth in its product in the emerging market. According to Ahrens & Zhou (2013) Lenovo has increased its shipment growth in the emerging market by 50% in the financial year 2010-2011; moreover, about 30% growth in Chinese market share still keeps the company competitive locally (See figure 2). Thirdly, after the loss in 2009, the company has made incremental profit to its shareholders till 2013 (See figure 3) (Lenovo Group Limited, 2013). Fourthly, unlike majority Chinese firms, Lenovo has built an unChinese and multicultural corporate environment by making English its official language and recruiting many senior foreign executives making it a strong point in global arena (The Economist, 2013). Fifthly, Lenovo has always been customizing and localizing its products line upon penetrating into new global or local market which is its core strategy (Dalsant, 2014).
E-commerce and fast fashion industry Vancl is one of the largest online apparel retailers in China with a revenue growth rate of 29,577% from 2007-2010. It has become the first online business-to-customer (B2C) brand for men’s clothing in China, surpassing its rival only few months after its establishment. Vancl has succeeded in its product and brand positioning and is now extending its goods to shoes, women’s apparel, and even household goods. It has made its name familiar to the Chinese market through utilizing a unique online marketing model via advertisements. In 2012, Vancl took 5.3% of the share in independent sales turnover of the entire Chinese online shopping market (Wei & Zhou, 2011).
The company’s headquarters are in Seoul and operates in over 100 countries across the world. Samsung’s profile for 2012 shows that the company closed a very successful year achieving 268.8billion dollars revenue, and employing 425thousand people all over the world. Figure 1 Samsung Profile (Samsung,2014) The strength and success of the company lies in its innovative and reliable products and responsible approach to business and global citizenship. Samsung’s values & philosophy is about help people live better lives. Their values are also important factors which shape their performances and play a critical role to their business.
It serves a filter to separate what is important from what is not, [a mission] clearly states which markets will be served and how, and [a mission] can communicate a sense of intended direction to the entire organization”. Adapted from businessdictionary.com (2017) Once a clear mission for the company has been outlined a SWOT analysis must then be undertaken. This analysis of a company’s strengths and weaknesses will aid in the creation of their own specific strategy. A SWOT analysis will also be of help when researching into the competing market. By looking at what opportunities the company has for growth and what threats may occur within their market sector, a company can change and amend the existing strategy accordingly.
Once the target market has been distinguished, it is now important to get to know these customers in more detail. Knowledge of your customers will help to distinguish patterns and even “buying cycles”. Surveys are a great way to gather in-depth information to find out what their customer wants, when they want it and where they want to buy it. The picture below outlines further steps in the marketing strategy process which included analyzing the competition which we have done in our “competitor analysis” section, it also shows defining the marketing mix which we will go into more detail later in this report, along with financial reports on how much of our funding