Tenta
White appliances
oppertunity
market development
international expansion
market
booming market trend
demand has jumped 27 %
rising salarys
challenges
competition
declining market tariffs
increasing middle class
fierce competition
returning to india taking with them american spending habits
direct investment
all ends of the market
life cycle
growth market
large information requirements
- sell the idea
- designed for European food culture, and isn't a perfect match for Indian way of preparing food
what are the benefits?
size of the market
what benefits will it give to the Indian family
customer segments
men seams to be quicker to adopt it
what are the downside?
bacholors
dont taste good
lazy and getting away from Indian culture
great when you are busy
quick
clean
can be a complement not a substitute for Indian culture
potential misconceptions about the safety
non urban market
alien concept but future potential wort investing in research
4 increase usage
cracking the mindset that microwaves are not suited to indian food hold the key to future growth
changing habits from only reheating and cooking western food to use it in everyday cooking
value proposition
southwest airlines
Competitive advantage
leveraging an inimitable resource to deliver value at a lower cost than the competitors
low market share and high profit is preferable over large market share and low profit
orientations
production
marketing
Success comes from ability to produce the product
sales
success comes from ability to advertise and convince customers to buy
everyone with capital
everyone with capital can outsource
success comes from satisfying unmet needs and deliver superior value to a targeted market segment
marketing mix
Pricing
cost-based pricing
value based pricing
target pricing
dervies from sales and production orientation, the price is set as a function of the cost of getting it to market with an acceptable markup
start with willingness to pay the offering and then try to deliver it to the market at a lower cost making a profit
- set a price that guides the definition and development of the product
- re conceptualize the product in comparison with alternative offerings
subtracting high-cost features that target segment put relative low value to and adding low costs features that target segment values
positioning
against substitute the car
removing
added
reservation flexibility
connecting flights
no long flights
no meals
no seat assignments
no first class
simplicity in pricing flat rate
higher reliability
less busy airports
simplified air rout
higher convenience
flight every 2.5 between two cities
fun
less formal more jokes
faster boarding times
more seats