Question

In Strategic Market Management: Global Perspectives BOOK (Case 4 HTC) :QUESTIONS 3) What are the lessons for the many firms who have strong competencies as component suppliers but wish to enter a market under their own brand name? Consider this in a number of different industries such as food televisions, gaming devices, and white goods

Answer 1

There can be certain industry specific lessons which will be explained in later part, but general lessons are as under:-

1. Pricing- Product pricing must be done keeping low margins initially and market penetration stratery must be used to create awareness about existence of the product.

2. Advertisement - Intensive advertising will againg help in creating awareness of the product, it also includes promotional offers and add on gifts.

3. Strategy - Focus on something that makes your product unique, be it price or quality or anything for that matter. Develop a strategy to project uniqueness and gain competitive advantage.

-- In food televisions- making them interactive or inviting celebrities to participate .

-- Gaming devices - advertising and uniqueness will help

-- FMCG can use all of the above lessons

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