消费耐用品企效结构与市场拓展策略分析.pdfVIP

es

FKPI@Dec2013

F和KPI@DEC2013

PI@Dec2013

oneofthelargest,listedconsumerdurab

eworld,makingwashingmachines,tumbledryersand

recentlyexpandedintoBeelandwhichisadeveloping

meshaverisentothepointwheredemandisincreasingfor

ngthegrowingmiddle-classpopulation.

heeconomiesofscaleoflargemanufacturingsiteswith

anchesinthemarketsinwhichitoperates.Therefore,it

landmarketbysettingupalocalsaforceand

hanationalmarketingcampaign.Thecompanyis

ytwoproductsinBeeland(botharetypesofwashing

alledCheerful)withfunctionswhicharecomparablewith

mpetitors’outputand

t(calledPosh)whichhasfunctionsandfeaturessimilarto

otherdevelopedcountries.

ptenIndustries）是世界上最大的，上市的消费耐用物制

机，滚筒干衣机和洗碗机。它扩展到了一个国

到在不断增长的中产人口中对洛普滕商品的需求增加

信大型制造地点的规模经济，其经营市场的分散销售

通过成立当地销售队伍并通过性活动来支持他

公司目前仅在Beeland两种产品（两种都是洗衣机）：

为欢乐），其功能与现有当地竞争对手的产出相当，并且优

）具有与其他发达国家Lopten产品相似的功能和功能。

PI@Dec2013

anufacturedandimportedfromitsregionalmanufacturing

neighbouringcountryofKayland.

ironmentinBeelandischangingrapidly.Thewashing

dtobedominatedbytwolargelocalmanufacturerswho

andreliablemachines.Therearetwoothermajor

cturersapartfromLopten.Oneofthesehasalready

BeelandandisproducingmachinessimilartoCheerfulto

htheexistinglocalproducers.ThegovernmentofBeeland

ewentrantwithgrants,asitiskeentoencourageinward

ncompaniesandtheresultingexpertiseandemployment

Theotherinternationalcompetitorisnowconsidering

dmarketwithmorehighlyspecifiedmachinessimilarto

d.

域制造的制造和进口，该枢纽位于邻国Kayland。

迅速变化。洗衣机市场曾经由两家制造简单，便宜和可靠

造商主导。除洛普滕