BMT300- Case Analysis
Name: Charandeep Singh
Identification of Problem(s):
There are many problems that Dow Corning is faced with as a company throughout the case reading. Many of which may seem impossible to overcome at first but every problem has a solution. The first issue Dow Corning may face is the possibility of the Xaimeter model cannibalizing their existing business. This is the result of the brand solely focussing on the product itself and because it offered to consumers who know what they want without additional services. Consumers do not want to pay extra for services they do not require thus, eliminating their first brand entirely.
Secondly, the online competition exists specifically with Alibaba which dominates 54.3% of the …show more content…
If the target companies in China cover a broad range of industries --- transportation, construction, power and utilities, electronics, personal care, textiles, solar, manufacturing --- how should Dow Corning map out its brand strategies and communication activities?
There are several ways that Dow corning can map out its brand strategies and communication activities. Firstly, Dow Corning should Market and Advertise each segment separately. They should have a different approach to every range of industry they are targeting. Dow Corning should be more customer service oriented. There number one priority should be ensuring that the customers are all satisfied. One on one communication would be an example of how they can be more customer service oriented. Secondly, Dow Corning should have personalized and flexible services.
Xiameter brand should be products oriented, but consist of market oriented pricing. They prime focus should be on selling the product in addition to understanding the customer’s needs. By giving the consumers what they want will attract them more into buying from the company. Nonetheless, they must improve on the communication process. For instance, when ordering their product online the process should be very easy and simple to use. Communication is the key to being successful and if a customer does not effectively understand how to access the product they cannot consume
Name: Charandeep Singh
Identification of Problem(s):
There are many problems that Dow Corning is faced with as a company throughout the case reading. Many of which may seem impossible to overcome at first but every problem has a solution. The first issue Dow Corning may face is the possibility of the Xaimeter model cannibalizing their existing business. This is the result of the brand solely focussing on the product itself and because it offered to consumers who know what they want without additional services. Consumers do not want to pay extra for services they do not require thus, eliminating their first brand entirely.
Secondly, the online competition exists specifically with Alibaba which dominates 54.3% of the …show more content…
If the target companies in China cover a broad range of industries --- transportation, construction, power and utilities, electronics, personal care, textiles, solar, manufacturing --- how should Dow Corning map out its brand strategies and communication activities?
There are several ways that Dow corning can map out its brand strategies and communication activities. Firstly, Dow Corning should Market and Advertise each segment separately. They should have a different approach to every range of industry they are targeting. Dow Corning should be more customer service oriented. There number one priority should be ensuring that the customers are all satisfied. One on one communication would be an example of how they can be more customer service oriented. Secondly, Dow Corning should have personalized and flexible services.
Xiameter brand should be products oriented, but consist of market oriented pricing. They prime focus should be on selling the product in addition to understanding the customer’s needs. By giving the consumers what they want will attract them more into buying from the company. Nonetheless, they must improve on the communication process. For instance, when ordering their product online the process should be very easy and simple to use. Communication is the key to being successful and if a customer does not effectively understand how to access the product they cannot consume