M4 Update 090415

5727 words 23 pages
05/04/2015 update:
请各位在周一06/04/2015 12点前把自己负责部分补充编辑完毕,如有困难,请提前告知。
暂定周一晚上澳洲东海岸6点再简单沟通一次(取消)

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Minor case FootView 3D
Module 4: Product and market development

1, What are the strategic options for product and/or market development for the organisation? – Ansoff’s product-matrix

Ansoff’s product-matrix

PRODUCTS / SERVICES

Existing products
New Products

M
A
R
K
E
T
S

Existing
Market

Market Penetration:

Price drop for current measurement unit (UK)-- not mentioned in case

Product Development:

New generation(cheaper) measurement unit & innovative and cost effective prototypes in UK market

New
Markets

Market Development:

Targeting new customer segments in the same
…show more content…
The Board of ConQ has publicly decided the move into civilian market.
Senior management team is responsible for FootView 3D product.

4,If the organisation is considering new market development, is the organisation trying to enter a new customer or geographic market? Or both?
ConQ is obviously consider new market development and identified the two largest footwear markets in the world - the US and China.
In the minor case study given, new customer market development is evident for the US market and a combination of new customer and geographic market development will be needed for developing China market.
For US market
The new market development in the US is considered a new customer market development - a civilian (non military) market development.
As ConQ has spent more than 20 years conducting business in the US market, Coli, the CEO, considers the US market a local market.
ConQ’s US division has extensive warehousing and production capabilities, and has been highly adaptable to market changes, albeit in the defence industry.
ConQ has no retail experience in the US, but they feel they know how to do business there.
For China market
For China market, it is a combination of both customer and geographic markets development because ConQ had never done any business in China market before.
ConQ plans to test the market only in the city of Wenzhou, regarded as the footwear capital of China, Coli plans

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