Blue Ocean in the boat easier to get lost.docVIP

 PAGE \* MERGEFORMAT 14 Blue Ocean in the ‘boat’ easier to get lost Case Background A business is a production of leisure chair, small and medium sized manufacturers, mainly for overseas markets OEM. When business owners see these foreign brands hold their own products made huge profits when the hearts of incomparable feeling for themselves as the most low-end value chain, while the unwilling, cooked food for thought, after repeatedly shown a determination to use their own brand to promote the Blue Ocean market, the domestic piece. Subsequently, A company hired a brand of furniture from a experienced sales director, formed a sales force, and invited its advertising agency brand packaging. A business waiting for the market to give good returns. But after six months of operations had found that the actual results were a far cry from the original thought, spent a lot of silver, in addition to several other areas to find a few other dealers, sales of furniture into several stores, the others did not to play. Because it is new products, there is no place where you can learn from, so A business as in the vast blue sea a boat, lost its way. Industry Analysis 1, consumption state A company’s products with high back chair with audio mainly before and after the shaking could be minor to connect game consoles, PS, computers, TV, DVD and other audio equipment, in the major overseas players for the games and audio-visual environment have a higher comfort level required by the design of the crowd. Domestic consumer awareness of these products is low. 2, the market situation In the European and American markets, has been recognized by most consumers, and sales and have fairly good results. But the more avant-garde in the country still belongs to the product in the market few sales, market introduction phase of the product are basically non-existent competition. 3, the channel These products in foreign countries, mainly in IT, home appliance, PS machine market suppor