Marketing Engineering Ford Hotel Essay Example

Marketing Engineering Ford Hotel Essay Curso: Analisis Cuantitativo y Toma de decisiones: Fecha: 09 Marzo 2013 Integrantes: Monica Calderon Monica Chavez Monica Escobar Julio Jaramillo Sandra Saco Vertiz Case 3: Positioning the Infiniti G20 EXERCISES 1. Using the data in Exhibit 1 and the associated perceptual mapping software, describe the two (or, if applicable, three) dimensions underlying the perceptual maps that you generated. Based on these maps, how do people in this market perceive the Infiniti G20 compared with its competitors? El G20 es visto como un automovil atractivo y exitoso. Muy bien posicionado junto a otras marcas de la gama como BMW y Honda 2. Infiniti promoted the G20 as a Japanese car (basic version $17,500) with a German feel, basically a car that was like the BMW 318i ($20,000), but lower priced. Is this a credible claim, given the perceptions and preferences of the respondents? Los 2 principales competidores del G20 son BMW 318i and the Honda Prelude. Es una dificil tarea promocionar el G20 sobre el BMW 318i en alto prestigio y atractivo; este ultimo punto punto es subjetivo y los gustos del publico pueden cambiar facilmente. El prestigio del auto puede ser promocionado, pero con menor precio del G20 vs BMW, el publico podria percibir que el auto mas caro es el que mas prestigio tiene. De acuerdo a la data y en comparacion con el BMW 318i, el G20 tiene menor precio, elevado ahorro en combustible y larga garantia. Promocionar estos puntos del mercado el G20 tiene un gran valor sobre el BMW 318i es la mejor solucion y puede ser muy bien apreciado por los consumidores. 3. Which attributes are most important in influencing preference for these cars in the three segments (S1, S2 and S3) shown on these maps? We will write a custom essay sample on Marketing Engineering Ford Hotel specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Marketing Engineering Ford Hotel specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Marketing Engineering Ford Hotel specifically for you FOR ONLY $16.38 $13.9/page Hire Writer To which segment(s) would you market the Infiniti G20? How would you reposition the Infiniti G20 to best suit the chosen segment(s)? Briefly describe the marketing program you would use to target the chosen segment(s). Los mas importantes atributos por segmento son: Segment 1 (S1): Hi Prestige, Quiet, Interesting, and Common. Segment 2 (S2): Roomy, Easy Service, and Sporty. Segment 3 (S3): Unreliable, Poor value and Poorly built. El mercado para Infiniti G20 serian los segments 1 and 2, porque ellos aparecen como el modelo ideal de clientes para Infiniti. Ellos comparten las mismas cualidades y estilo de auto que estamos produciendo. Adicionalmente podriamos reposicionar el G20 como lujoso, deportivo, confortable, logrando satisfacer los requerimientos del consumidor de ambos segmentos. 4. What ongoing research program would you recommend to Infiniti to improve its evaluation of its segmentation of the market and positioning of its G20? Podria recomendar a Infiniti invertir mas tiempo concentrando o mejorando los atributos menos valorados por los consumidores, a la vez que podria encontrar la forma de hacerlos mas economicos e interesantes. Ayudando tanto a mejorar su produccion, costos y a la vez mejorar la percepcion del producto de parte de los clientes. 5. Summarize the advantages and limitations of the software provided for this application. Consideramos una limitante que el programe no brinde una explicacion de los resultados, o una interpretacion de los escenarios. Como ventaja podemos considerar que nos permite visualizar el impacto de cada uno de los atributos en el consumidor, y en base a esa informacion ofrecer mejoras en el producto final. Case 4: Forte Hotel Design EXERCISES 1. Design: Using a blank Excel spreadsheet, follow Step 1 in the Conjoint Tutorial and develop a Study Design Template (MEXL==Conjoint==Create Study Design Template) for Forte, using the attributes and levels from Exhibit 1. Next, follow Step 2 in the Tutorial, Create a data collection instrument, selecting Ratings method and 1 for the number of respondents (you). When you are done, check to be sure that your sheet looks like the Forte Hotel Data (Conjoint, 1 Ratings) data set in My Marketing Engineering. Then, briefly summarize the advantages and limitations of describing products as bundles of attribute options. En este ejercicio creamos los atributos y los diferentes niveles de cada atributo, familiarizandonos con el uso de la herramienta. 2. Utility assessment: Using the sheet that you created in Question 1, rate each of the bundles, giving your most preferred bundle 100 and your least preferred bundle 0, as described in Step 3 in the Tutorial. When you are done, follow Step 4 in the Tutorial and perform a utility assessment for yourself (MEXL==Conjoint==Create Study Design TemplateEstimate Preference Part Worths). Interpret your own preferences on the resulting Part Worths Sheet. Como resultado del ejercicio Podemos interpretar que Monica prefiere la habitacion con un escritorio y prioriza el telefono al internet. Desea entretenimiento exterior para practicar actividades deportivas. Le encanta la limpieza personal y desea sus zapatos bien lustrados. Tambien prefiera acercarse al restaurant al delivery. 3. Open the â€Å"Forte Hotel Data (Conjoint, 2 Partworths)† data set in My Marketing Engineering and review the Partworths developed from the respondents in this case. Based on your experiences in completing these tasks, summarize the advantages and limitations of conjoint analysis for obtaining preference data from customers. Respondents Preference Partworths Respondents preference partworths. The most preferred profiles sum up to 100, the least preferred to 0. Respondents / Small Suite Large Room Room Office Internet access Speaker phone Attributes and Levels 0 9 11 52 13 Amanda 10 37 0 0 9 Ann 26 0 10 21 0 Bruce 8 0 22 13 25 Byron 34 0 30 0 16 Byung 45 0 16 0 2 Colleen 17 7 0 7 24 Courtney 15 0 12 0 14 Daniel 13 0 24 10 23 Dierdre 11 20 0 9 0 Elio 0 27 7 4 0 Eugene 8 0 31 8 0 Frank 20 0 14 0 7 Gabriel 0 19 5 10 22 George 14 31 0 14 0 Gina 6 16 0 0 16 Hans 0 7 47 0 8 Hector 34 0 16 6 27 Jin Hyuk Room fax 0 3 14 0 11 0 0 38 0 19 2 10 21 0 13 9 25 0 Ventajas: Permite identificar la combinacion de atributos preferidos por los consumidores. Explotar los atributos preferidos o mas valorados con un adecuado plan de marketing. Permite caracterizar perfiles de los clientes y asi poder enfocar mejor nuestras ofertas. Limitaciones: No podemos segmentar completamente a nuestra oferta hacia el consumidor (salvo que la base sea estadisticamente robusta). Requiere de un analisis cualitativo previa para identificar las variables a considerar. 4. Analysis: Open the Forte Hotel Data (Conjoint, 3 Analysis) data set in My Marketing Engineering, which has competed Steps 5 and 6 in the Tutorial for you. Follow Step 7 in the Tutorial, ((MEXL==Conjoint==Run Analysis) and assess the viability of the four specific hotel concepts that Forte is exploring for the State College area. Base this evaluation on the preferences of a sample of 40 business travelers on that sheet (Exhibit 2) and the cost estimates summarized in Exhibit 3. The base cost to build each hotel room (without the attributes and options listed in Exhibit 3) is expected to be about $40,000 for a 150- to 200-room hotel, regardless of the mix of room types. . Identify the optimal product concept from among those Forte is considering. Explain how you arrived at your recommendation. Consideramos que optimal product 1 es el concepto que deberia considerar Forte porque este le permitira una mejor penetracion en el mercado, lo cual ademas de traer la mayor aceptacion redundara en un pronto recupero de la inversion. 6. Would you recommend product concepts other than the four Forte is considering for the State College market? Expla in how you arrived at your recommendation(s). Las 4 opciones engloban el tipo de cliente que normalmente tienen este tipo de cadena de hoteles con lo cual la segmentacion esta muy bien aplicada; sin embargo podrian agregar una opcion enfocada a empresas, BtoB, que esten interesadas en utilizar el hotel como centro de convenciones que duren uno o mas dias y la empresa contratante deba hospedar a sus invitados, si bien es cierto, no es constante todo el ano, podrian tener preparada una opcion con servicios estandar y ciertos entretenimientos. Podria llamarse Business 1. 7. Summarize the major advantages and limitations of a conjoint study for new roduct design. What conditions favor the use of this approach in the hotel industry? (Consider such factors as types of customers and market conditions in responding to this question). Este modelo le permite a la industria hotelera saber la valoracion del mix e atributos valorados por el cliente y de esta forma tener una propuesta enfocada en el publico objetivo al que se dirige, ademas l e permite saber, en la medida que disponga de informacion de los otros hoteles, en que segmento tendria mayores probabilidad de tener una mejor aceptacion. Sin embargo el uso de esta herramienta requeriria de un alto costo de inversion inicial en investigacion de mercados, ya que exigiria la realizacion de una encuesta que permita contar con datos para la evaluacion. Case 5: Durr Environmental, Inc. – Air Pollution Control Systems Durr faced the following questions: 1. Is it economically sensible to enter the US market? 2. If so, what would be the best offering to make? 3. Would it be better to provide two different offerings? If so, what should they be? 4. Which segment(s) of the customers should they target, with what selling proposition for their new offering(s)? Provide a business case to address these issues. Assume the following: The business must generate marginal revenue of $4MM/year to justify entry, and it will cost Durr an additional $3MM/year to support a second offering. 1. Modelo de Negocio: Tamano del Mercado * Participacion del Mercado *Margen de Contribucion Segun la premisa debemos justificar mas de US $4MM para justificar la entrada al mercado. Tamano del Mercado: Market research indicated that there would be about 300 units of that size sold in the US each year over the next decade. Participacion del mercado Margen de Utilidad: Producto Servair= 200K + 200K + 10K + 70K – 300K = US $180K Producto Premier= 200K+200K-170K+0+0= US $230K Producto Base =200K+0+0+0=US $200K Conclusion: Para Servair == 300 * 0. 1877 * 180 = US $10. 1 MM Para Premier = 300 * 0. 1433 * 230= US $9. 8 MM Para Base = 300 * 0. 0889 * 200=US $5. 3 MM Dado que los 3 escenarios son mayores a los US $ 4MM, podemos ingresar al mercado con cualquiera de los productos. Cada uno de ellos nos permitira mayor o menor ganancia segun nuestra apuesta. 2. If so, what would be the best offering to make? Luego analizamos por cada tipo de producto. Segmentamos por Producto 1: Y ahora segmentamos por Producto 2: Sugerimos el producto Premier DX porque tiene mayor probabilidad de aceptacion y por ende nos permite ganar mercado mas rapido. Maximizar beneficios y asegurarnos posicionamiento de marca. . Would it be better to provide two different offerings? If so, what should they be? Recomendamos ingresar solamente con el producto Premier, dado que lograriamos mayor participacion de mercado, un mayor nivel de beneficios e incluso eliminar un competidor. Sin embargo, si quisieramos incorporar un segundo producto sugerimos que sea el primero, pues pese a tener una menor contribucion marginal que el tercero tendriamos mayor probabilidad de aceptacion y por lo tanto tendriamos menor exposicion al riesgo. . Which segment(s) of the customers should they target, with what selling proposition for their new offering(s)? Podrian ser empresas que tienen un alto sentido de responsabilidad con el medio ambiente y desean ejercer control del sistema de emision de gases de manera eficiente. Prefieren invertir en un buen sistema y asegurar un contrato de servicio, para evitar quedarse sin soporte ante algun inconveniente.

List of Phrases Shakespeare Invented

List of Phrases Shakespeare Invented Four centuries after his death, we are still using Shakespeares phrases in our everyday speech. This list of phrases Shakespeare invented is a  testament that the Bard  has had a huge influence on the English language. Some people today reading Shakespeare for the first time complain that the language is difficult to understand, yet we are still using hundreds of words and phrases coined by him in our everyday conversation. You have probably quoted Shakespeare thousands of times without realizing it. If your homework gets you â€Å"in a pickle,† your friends have you â€Å"in stitches,† or your guests â€Å"eat you out of house and home,† then you’re quoting Shakespeare. The Most Popular Shakespearean Phrases A laughing stock (The Merry Wives of Windsor)A sorry sight (Macbeth)As dead as a doornail (Henry VI)Eaten out of house and home (Henry V, Part 2)Fair play (The Tempest)I will wear my heart upon my sleeve (Othello)In a pickle (The Tempest)In stitches (Twelfth Night)In the twinkling of an eye (The Merchant Of Venice)Mums the word (Henry VI, Part 2)Neither here nor there (Othello)Send him packing (Henry IV)Set your teeth on edge (Henry IV)Theres method in my madness (Hamlet)Too much of a good thing (As You Like It)Vanish into thin air (Othello) Origins and Legacy In many cases, scholars do not know if Shakespeare actually invented these phrases or if they were already in use during his lifetime. In fact, it is almost impossible to identify when a word or phrase was first used, but Shakespeare’s plays often provide the earliest citation. Shakespeare was writing for the mass audience, and his plays were incredibly popular in his own lifetime ... popular enough to enable him to perform for  Queen Elizabeth I and to retire a wealthy gentleman. It is unsurprising therefore that many phrases from his plays stuck in the popular consciousness and subsequently embedded themselves into everyday language. In many ways, it is like a catchphrase from a popular television show becoming part of everyday speech. Shakespeare was, after all, in the business of mass entertainment. In his day, the theater was the most effective way to entertain and communicate with large audiences. Language changes and evolves over time, so the original meanings may have been lost to language. Changing Meanings Over time, many of the original meanings behind Shakespeares words have evolved. For example, the phrase sweets to the sweet from Hamlet has since become a commonly used romantic phrase. In the original play, the line is uttered by Hamlet’s mother as she scatters funeral flowers across Ophelia’s grave in Act 5, Scene 1: Queen: (Scattering flowers) Sweets to the sweet, farewell!I hopd thou shouldst have been my Hamlets wife:I thought thy bride-bed to have deckd, sweet maid,And not have strewd thy grave. This passage hardly shares the romantic sentiment in today’s use of the phrase. Shakespeare’s writing lives on in today’s language, culture, and literary traditions because his influence (and the influence of the ​Renaissance) became an essential building block in the development of the English language. His writing is so deeply ingrained in the culture that it is impossible to imagine modern literature without his influence.

Alumni Tracking System Essay Example for Free (#2)

Alumni Tracking System Essay An issue tracking system (also ITS, trouble ticket system, support ticket or incident ticket system) is a computer software package that manages and maintains lists of issues, as needed by an organization. Issue tracking systems are commonly used in an organization’s customer support call center to create, update, and resolve reported customer issues, or even issues reported by that organization’s other employees. An issue tracking system often also contains a knowledge base containing information on each customer, resolutions to common problems, and other such data. An issue tracking system is similar to a â€Å"bugtracker†, and often, a software company will sell both, and some bugtrackers are capable of being used as an issue tracking system, and vice versa. Consistent use of an issue or bug tracking system is considered one of the â€Å"hallmarks of a good software team†.[1] A ticket is an element contained within an issue tracking system which contains information about support interventions made by technical support staff or third parties on behalf of an end-user who has reported an incident that is preventing them from working with their computer as they would expect to be able to. Tickets are commonly created in a help desk or call center environment. Typically the ticket will have a unique reference number, also known as a case, issue or call log number which is used to allow the user or support staff to quickly locate, add to or communicate the status of the user’s issue or request. These tickets are so called because of their origin as small cards within a typical wall mounted work planning system when this kind of support started. Operators or staff receiving a call or query from a user would fill out a small card with the user’s details and a brief summary of the request and place it into a position (usually the last) in a column of pending slots for an appropriate engineer, so determining the staff member who would deal with the query and the priority of the request. Alumni Tracking System. (2016, Dec 09).

The impact of sales promotion by 'Nike Golf' in Thailand on the Essay

The impact of sales promotion by 'Nike Golf' in Thailand on the Strength of the Brand - Essay Example The importance of price in purchase decisions puts an emphasis on the relationship between the price of a purchased item and its quality (Mesak, 1979). Among the most attention-grabbing is the sales promotion of Nike golf Thailand used for their Driver and golf clubs. This was also the event Driver SQ series was introduced in 2006. The approach was to reduce the cost of the item in a short period of time. For demonstration, when the company promotes new product, which is done once every year, the price that kicks off at roughly four hundred dollars ($400) to six hundred dollars ($600), which is about 13, 000-20, 000 Thai Baht will hold a price of just about $250 (approximately 8, 000 Thai Baht) six months later. Then towards the end of the promotion, it will fasten to a price of $120 at the least, which is around 5, 000 Thai Baht. January 2002 came into the vastly competitive golf club industry of $1.5 billion. Nike is relying on its sound brand image as well as its deep pockets to vie in commerce where companies are inclusive of rigorous technologies (Gabrielle et al, 2002) when golf became popular and demands begin to escalate. Companies subsequently changed mode of production to mass production by means of shifting production processes to China with the intention of decreasing the costs (Anderson, 2008). Owing to the formidable marketing strategy as well as the production mode which is being used by Nike golf in promoting their merchandise, items of Nike golf are virtually offered in all golf shops throughout the world. They are able to distribute merchandises through dealers on every country and that particular dealer ought to employ their own strategy or technique in advertising their products. Hence, the Thailand Nike golf sales promotion which is being applied for their SQ driver series is distinctive from other sales promotion used by dealers from other countries

Training needs analysis Essay Example | Topics and Well Written Essays - 3750 words

Training needs analysis - Essay Example Training needs analysis involves assessing the needs of the Hospital Services Advisors, through a training programmme and evaluating the training needs analysis. The organisation which will be the focus of such a process is Ramsay Health Care UK. RAMSAY HEALTH CARE UK The founding of Ramsay Health Care (RHC) was back in 1964. The company has developed, and has over 117 hospitals. Furthermore, it has day surgery amenities in France, Australia, Indonesia, and United Kingdom. This made the organisation assume the status of a global private healthcare operator. In England, the company obtained Capio UK and its group of hospitals in 2007. By September 2010, RHC had employed more than 3500 employees, making it the top health care providers in the UK. This achievement provided a solid foundation for expansion. The company benefits from its established trade name because of its wide spread network. It competes effectively with regional players. Currently the RHC is in a lasting affiliation with the National Health Services (NHS), where it provides surgical and diagnostics services to both private and self-sponsored patients. In the year 2010, RHC had a 10% augmentation of revenue after getting revenue of 350.2 million in the 2009 financial year. During the Medibank Private Menders’ Survey, RHC was ranked among those who had the top honors. Moreover, RHC was also among the five finalists of the best Health and Wellbeing Strategy in the Australian Human Resource Award. Furthermore, it has an excellent ability to satisfy its customers’ needs. For this reason, it has constantly emerged the top three after rating the two hundred service companies in the private and public sectors. There has been an escalation of birth rates, growth of outpatients’ treatment and the increase of the ageing people. Consequently, the economic environment and the demand for private health care are steadily escalating. This forces the RHC to expand its hospitals in the UK so as to succeed in catering the needs of the public. Additionally, RHC has successfully maintained satisfaction for its staff by ensuring that the proper work place health and protection risks are on check. Consequently, RHC has had a reduction of the time wasted because of injuries. The aim of RHC is to be at the top in offering the highest quality clinical services among the private healthcare hospitals. Furthermore, the organisation responds to the requirements of its patients by providing the best customer services. For them to meet their objectives, the RHC conducts an operation measure every year toward improving the patients’ experiences, and clinical effectiveness. Additionally it acknowledg es the importance of investing in human capital. Therefore, this has been the reason for its current achievements and developments. Moreover, the RHC offers scholarships to its staff who wishes to further their studies. For example, the company recently offered sixty thousand dollars for the staff to pursue postgraduate at its will. The strengths of the organization incorporate its wide network since it has several outlets that offer the necessary services to the clientele base. This enhances its ability to compete within the health industry. Furthermore, its personnel are well versed with operational processes making it simple to embrace emerging technologies that enhance their skills. An additional strength pertains to the organization’s ability to attain increased revenues as illustrated in the financial outcomes. The most significant weakness arises from the inability to determine the patient’

Nike Cost of Capital Essay Example for Free

Nike Cost of Capital Essay Kimi Ford a portfolio manager at NorthPoint Group which is a mutual-fund management firm, is considering to buy some shares from Nike, inc even if it’s share price had declined from the beginning of the year, for the Northpoint Large-cap fund she managed which invested mostly in Fortune 500 companies and it was doing well despite the decline in the stock market over the last 18 months. Kimi therefore surveyed the results of Nike’s fiscal-year 2001which had been revealed a week earlier. Issues that caused a decline in market sales as revealed by the management of Nike 1. Revenues since 1997 had stopped growing but remained around $9. 0 billion. 2. The net income had fallen from $800m to $580m a decline of $220 million. 3. Nike’s market share in the U. S. athletic shoe industry had fallen from 48 percent in 1997 to 42 percent in 2000 (6% decline) 4. The issue of Supply-chain and strong dollar exchange rate also affected the revenue negatively. Nike’s Strategic plan to address the above issues 1. Increase revenues by developing more athletic-shoe products in the mid-priced range. 2. Push its apparel line which had performed tremendously well. 3. Exert more expense control on the cost side. 4. Nike’s executives expressed their interest to continue with the long-term revenue growth target of 8 to 10 percent and earnings-growth targets of above 15 percent. Although the management presented its plan to improve on its performance, there were mixed reactions from the third party analysts. Kimi Ford was also not satisfied with the Nike’s analysis therefore she decided that it was necessary to develop her own discounted-cash-flow forecast. She found that Nike was overvalued at the discounted rate of 12% at its current share price of $42. 09. She also did a quick sensitivity analysis which revealed that Nike was undervalued at discounted rates below 11. 17%. In order for Kimi to make a proper investment decision for her Fund, she asked Joanna Cohen to calculate the cost of capital. However there were some problems. Cohen’s calculation of cost of capital. She used single cost of capital for the apparel and footwear lines assuming that they are sold through the same marketing and distribution channels and are often marketed in other collections of similar designs. WACC (Weighted Average Cost of Capital) WACC is calculated using weighted averages of debt (Kd) and equity (We) Cohen used Capital Asset Pricing Model (CAPM) to calculate WACC 0f 8. 4 % however, she used the book values yet weights should be based on the market value. Her result of $3,494. 5 for the Equity was wrong. The formula for calculating the Market value of equity is E = stock Price x Number of shares outstanding .

samsung in china :: essays research papers

Environmental Analysis External Environment Chinese Market -  Ã‚  Ã‚  Ã‚  Ã‚  still socialist economy „ »Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  huge gap between the stated plans and the actual ability of government to manage and control the economy „ »Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  tremendous amount of economic interaction took place outside the government ¡Ã‚ ¦s formal economic plan -  Ã‚  Ã‚  Ã‚  Ã‚  many smugglings and piracies -  Ã‚  Ã‚  Ã‚  Ã‚  regional blockades -  Ã‚  Ã‚  Ã‚  Ã‚  over-employment problem Chinese color TV Market -  Ã‚  Ã‚  Ã‚  Ã‚  full production capacity in demand „ »Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  principal battleground -  Ã‚  Ã‚  Ã‚  Ã‚  high competition „ »Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Japanese firms: high-end market. Increasing production bases „ »Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Domestic Firms: low-end market. But they were less competitive in large screen TV. -  Ã‚  Ã‚  Ã‚  Ã‚  small color TV market was shrinking „ »Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  large market size of these product lines facilitated the fast achievement of cost reduction(economy of the scale, learning effect) Consumer analysis -  Ã‚  Ã‚  Ã‚  Ã‚  only 41% of households had color TV „ »Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  80% of urban, 28% of rural „ »Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Low-end market is not a viable long-term. But overall market was still expanding. -  Ã‚  Ã‚  Ã‚  Ã‚  Buying power: expanding both high-ends and low-ends -  Ã‚  Ã‚  Ã‚  Ã‚  Tendency that first image of a product lasted long in the eyes of the consumer. „ »Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  the reason for differentiation needed focusing on high-ends -  Ã‚  Ã‚  Ã‚  Ã‚  consumer preference „ »Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Urban- brand name, functionality were important factors. „ »Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Rural- reasonable quality and low price were preferred. -  Ã‚  Ã‚  Ã‚  Ã‚  High protected market: too much tariff cost „ »Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  localization needed Domestic (Korean) Market -  Ã‚  Ã‚  Ã‚  Ã‚  Deteriorating of competitive advantage: rising the labor cost -  Ã‚  Ã‚  Ã‚  Ã‚  Korean government policy: supportive of big business „ »Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  getting worse of Korean market „ »Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Losing the M/S in the U.S. and no longer competitive in the low-end product „ »Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  need to change the strategy focusing on high-end, high-tech -  Ã‚  Ã‚  Ã‚  Ã‚  Liberalization of Korean market „ »Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Foreign firms were permitted to sell their product directly „ »Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  More competitive in Domestic market, losing the domestic M/S „ »Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Samsung had to expand the foreign market. Internal Environment Experience in the U.S. -  Ã‚  Ã‚  Ã‚  Ã‚  Set up the subsidiary there in 1979 -  Ã‚  Ã‚  Ã‚  Ã‚  Focusing on the low-end market segment based on competitive labor cost in Korea because of large demand and low competition base, and low barrier in the U.S. -  Ã‚  Ã‚  Ã‚  Ã‚  Samsung produced a few of the most popular sizes TV for cost reduction through economies of scale and the experience curve. -  Ã‚  Ã‚  Ã‚  Ã‚  Dual brand policy: adopting  ¡Ã‚ §buyer brand name(large retailers or OEM) ¡Ã‚ ¨ mostly but trying to build its own brand image -  Ã‚  Ã‚  Ã‚  Ã‚  Establishing a production subsidiary in the U.S. because of trade barrier -  Ã‚  Ã‚  Ã‚  Ã‚  Policy of Japanese firms: targeting high-ends for differentiation through brand name recognition „ »Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Matsushita: 4% of M/S in 1995 but could be high-price, higher profit -  Ã‚  Ã‚  Ã‚  Ã‚  Policy of Samsung: still pricing strategy even though it had good quality of product „ »Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  3% of M/S, but much less profit than Matsushita and facing intense competition -  Ã‚  Ã‚  Ã‚  Ã‚  Importance of TV industry to Samsung: second proportion of Samsung electronics „ »Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  It was getting worse in situation of Samsung electronics, so needed some way to solve these problems Market participation in China -  Ã‚  Ã‚  Ã‚  Ã‚  later market entering than Japanese firms -  Ã‚  Ã‚  Ã‚  Ã‚  The establishment of SCH would enhance its image in China and speed up the accumulation of local knowledge of the market.