Business Analysis Of Mexico, Canada, Japan

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Business Analysis Of Mexico, Canada, Japan

SWOT Analysis
Strengths§ Complete product line§ Good reputation§ Customer loyalty § Employees’ creativity§ High quality products§ Excellent post-sale services§ Experienced management team Weaknesses§ Unfamiliarity with foreign markets§ Lack of exporting experience § Lack of foreign trained employees§ Small market share in the U.S.
Opportunities§ International Expansion § Innovative R&D § Penetrating unsaturated markets of Japan, Canada, and Mexico§ Developing online interactions with customers in Japan, Canada, and Mexico Threats§ Other major companies being price leaders§ ?
Business and Corporate Strategy
§ Business Strategy: Differentiation. Niching strategy. – Because we are competing with other major corporations, whose sales are around 100 billion dollars. Because of their big proportions of market share in those courtiers, we have to adopt the “niche” strategy to penetrate the market.
§ Corporate Strategy:
Marketing Mix
§ Product – Star Appliances produces three different lines of household appliances. We are going to promote all of our three categories of the products, which are washer, dryer, and vacuum cleaner, in Japan, Canada and Mexico. We select eight kinds of products from those three categories to enter the foreign markets first. Manufacturing our products in Iowa and Texas, Star Appliance, Inc. will guarantee the quality of the products. Total output will depend on production capacity, demand forecast, quarterly financial planning and other related cost. [Waranty]
§ Price – In Japan, people don’t believe in low prices. Japanese people are in favor of products that have high quality and reasonable prices. So pricing in Japan could not follow the low-pricing strategy. In Mexico, most Mexico companies are still very sensitive to price and will usually choose the less expensive product unless they can be swayed by after-sales service or clear product superiority. With direct supplies, Star Appliance, Inc. will be able to cut the cost of almost all of the products.
§ Place - As the company’s objective implies, we will export our products directly to Mexico. {TO JAPAN}
§ Promotion –
Analysis Of Major Competitors In Household Appliance Industry
§ Kenmore
The Kenmore company has been on the market for over 70 years. Today, it is one of the best selling brands of home appliances in America.
Kenmore sells its products through Sears, a large appliance retail chain. Every Kenmore appliance comes with ...

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