ICU: INTRODUCTION TO MARKETING Vladimir V. Bulatov. bbe@voliacable.com We‚ Fr 8:30 LECTURE 12. PRODUCT DEVELOPMENT II. Reading: Ch. 11‚ 12‚ addendum sent onto your e-mails. Three product levels in marketing: 1.Core product: “what the buyer is really buying?” (E.g. Charels Revson [Revlon] recognizes that: “In the factory we make cosmetics; in the store – we sell hope”). Product concept is the idea about benefits‚ not features. 2.Tangible product – a ready-to-use product that has certain
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* FOCUSED OR NICHE STRATEGY WHAT IS FOCUSED OR NICHE STRATEGY? * Focus strategy based on low-cost * Concentrate on a narrow customer segment beating the competition on lower cost * Focus strategy based on differentiation * Offering niche customers a product customized to their needs * Overall objective of both focus strategies is to do a better job of serving a niche target market than competitors * Keys to success * Choose a niche were customers have a distinctive
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Competitive Strategy Asia-Pacific Marketing Federation Certified Professional Marketer Copyright Marketing Institute of Singapore Outline * Introduction * Sustainable competitive advantage (SCA) * Sources of SCA * Strategies for * Market Leaders * Challengers * Followers‚ and * Nichers Introduction * Having a competitive advantage is necessary for a firm to compete in the market * But what is more important is whether
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Individual Research Paper 3M Prepared for: TC Sydney Graduate School of Management By: Surbhi Suri: 16453584 Submitted On: 09/11/2010 EXECUTIVE SUMMARY 3M is a multinational company with branches operating all over the globe. 3M is looking to grow in the new markets for its long term strategy‚ and decided to service China‚ India‚ and Singapore. 3M expansion in the international markets and business strategy is build around its core competency of innovation. 3M has adopted product differentiation
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Nicholson also pushed for the hands-on marketing approach instead of axing the project. 3. The concept that innovative product ideas can come from low ranking employees applies to many tech companies. Management should encourage employees to come up with ideas and give employees the time to pursue their inventions. Having said that‚ low rankings employees can’t always get their products up the ladder‚ this is certainly the case for 3M. Products don’t die at 3M‚ but this case study does suggest that
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Topic: How 3M draws up sales and spending forecasts? Questions: 1. Sketch out the 3M organization structure from the board of directors to the production foreman as best as you can from the information in the article Management committee (President‚ seven group vice presidents and nine vice presidents of staff departments) Controller Groups of divisions (Group vice presidents and Group head) Divisions (General managers) Departments (Department managers) Top aides Foreman 2. How many
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3M Optical Systems: Managing Corporate Entrepreneurship MST550 – Capstone Professor Jack Raiton HBSP Case #395-017 Discussion Questions 1. What practices make 3M such an innovative company? 2. What is Any Wong’s role as the OS Unit’s general manager? How effective has he been? 3. What is Paul Guehler’s role as division vicepresident? How effective has he been? 4. What should Andy Wong do with the computer screen AFE? If he gets the AFE‚ should Guehler fund it? Case Outline • • • • • •
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3M Introduction 3M is fundamentally a science-based company. We produce thousands of imaginative products‚ and we’re a leader in scores of markets - from health care and highway safety to office products and abrasives and adhesives. Our success begins with our ability to apply our technologies - often in combination - to an endless array of real-world customer needs. Of course‚ all of this is made possible by the people of 3M and their singular commitment to make life easier and better for people
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There is no need to change basic corporate culture of innovation at 3M. 3M already has impressive internal strengths and in order to avoid further stagnation and increase company’s earnings per share more cohesive and systematic plan is needed. We would recommend the long term strategy development to increase the efficiency and competetiveness of the 3M products. 3M is fundamentally a science-based company. We produce thousands of imaginative products‚ and we’re a leader in scores of markets -
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INNOVATION AT 3M CORPORATION: CASE STUDY There are two major issues highlighted in this case study: 1. Is the ‘lead-user’ process‚ an effective method for research and subsequent product innovation? 2. Should the Medical-Surgical Markets Division (MSMD) lead-user research team present its revolutionary new approach to treating infection to senior management despite the fact that it challenged the existing business strategy? QUESTION 1 The answer to the first question is ‘yes’. By the
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