Business analysis of mexico canada japan Essay

This essay has a total of 1547 words and 10 pages.

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 Sears pledge of Satisfaction Guaranteed or person’s money back. Sears
offers maintenance agreements and annual check-ups to keep the appliances running right.
Sears offers a nationwide network of technicians to make sure that their products get
fixed fast and fixed right.

§ Whirlpool
Whirlpool Corporation is the one of the world's leading manufacturers and marketers of
major home appliances. The company has principal manufacturing operations and marketing
activities in North and South America, Europe, and Asia. Whirlpool's primary brand names
-- KitchenAid, Roper, Bauknecht, Ignis, Brastemp, Consul and its global Whirlpool brand --
are marketed in more than 170 countries worldwide. In North America, Whirlpool is the
largest supplier of major appliances to Sears, Roebuck and Company under the Kenmore
brand.

Whirlpool manufactures and markets a full line of appliances in each market it serves
worldwide: clothes, washers and dryers, refrigerators, freezers, dishwashers, ranges,
compactors, room air conditioners and microwaves, together with portable appliances such
as stand mixers, hand mixers and blenders.

§ Kirby
The Kirby Company has been in the market for more than 85 years. As a Division of The
Scott Fetzer Company, they have produced fine Home Care System in the world. Kirby focuses
on providing quality, reliability and service. Although their prices are much higher than
those of other vacuum cleaner producers they have enjoyed a steady flow of new customers
who are more interested in quality. Kirby’s vacuum cleaners are designed for people who
have higher income and who appreciate cleanliness.

Kirby products are only sold though in-home demonstrations. Through their 85 year history,
Kirby has shown that the in-home demonstration allows potential customers the chance to
see how the system can meet their unique cleaning needs.

§ Maytag
Maytag was founded in 1893. Maytag Corporation is a leading producer of home and
commercial appliances. Its products are sold to customers throughout North America and in
targeted international markets. Maytag also is the majority owner in a China joint venture
with Hefei Rongshida, a leading washing machine company that is expanding into the
refrigeration business. The company produces premium brand major appliances such as
washers, dryers, dishwashers, cooking appliances, refrigerators, vacuum cleaners,
extractors, commercial cooking, laundry, floor care equipment, and vending machines.

In 1999 the company increased its sales to 4.3 billion dollars from 4.07 billion dollars
in 1998. As a result of this, gross profits rose by 70 million. The company currently pays
.72 dollars per share to its shareholders. Net income rose by 48 million dollars.

§ GE
GE is a diversified services, technology and manufacturing company with a commitment to
achieving customer success and worldwide leadership in each of its businesses. GE operates
in more than 100 countries and employs nearly 340,000 people worldwide, including 197,000
in the United States. John F. Welch has been Chairman and Chief Executive Officer of GE
since 1981.

The Company traces its beginnings to Thomas A. Edison, who established Edison Electric
Light Company in 1878. In 1892, a merger of Edison General Electric Company and
Thomson-Houston Electric Company created General Electric Company. GE is the only company
listed in the Dow Jones Industrial Index today that was also included in the original
Continues for 5 more pages >>




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