Marketing Strategies of the disadvantaged - those who market disruption strategy.doc

 PAGE \* MERGEFORMAT 29 Marketing Strategies of the disadvantaged - those who market disruption strategy In any a balanced market, some enterprises in a dominant position, some companies at a disadvantage. Disadvantaged businesses in order to break the balance, there is an important tactical - to disrupt the market and to suddenness of a thunderbolt, make full use of their resources to seize new market heights, turn disadvantage to advantage. As a disruption must take into account three relevant factors: 1. Development of disturbed vision: The main targeted stakeholders (customer) satisfaction, in order to retain current customers and develop new customers. 2. Disrupt the ability to: strive to quickly and cause (with the industry, customers and others) amazing ways and flexible capacity-building strengths. 3. Disruption tactics: to change the way the rules allow competitors consternation, or confused, in order to achieve the advantages of the destruction or efforts to stop them. In China’s enterprises, will appear from time to time dark horse upset the general who it quick speed, contrary to common-sense rules of the cards to disrupt the market equilibrium in order to obtain new resources and advantages. PHS is a typical example. Case 6: PHS disruption of Philosophy China Mobile, China Unicom (market leader) VS PHS (market disruption persons) Disruption strategy: in order to disrupt the vision of the establishment of low prices, flexible mode of operation in order to build competitive advantage in order to ‘do not follow common sense, the cards’ philosophy to change the competition rules. Disturbing results: 7 years, PHS most of the time living in the gray area, but extremely tenacious vitality in 2003, not only the capture of Beijing, Shanghai, Guangzhou these three the last bastion of users has reached 15 million people and became the telecommunications industry competitive rivals can not be ignored. PHS is upset by the telecommunications industry.