eksport - import management chapter 1 product aspects by: indra santosa 2011
TRANSCRIPT
EKSPORT - IMPORT MANAGEMENT
Chapter 1PRODUCT ASPECTS
by:INDRA SANTOSA
2011
What is a Product?• Multidimensional,
• Sum of all its features,
• Bundle of utility
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Product Component Model
Repair and maintenance
SUPPORT SERVICESCOMPONENT
CORECOMPONENT
Installation
Instructions
Other related services
Deliveries
Warranty
Spare parts
Legal
Trademark
Brand name
Legal
Product platform
Design features
Functional features
Legal
PACKAGINGCOMPONENT
Price
Quality
Package
Styling
Irwin/McGraw-Hill
12-6
Products for Consumers• Two Approaches for International
Product Development– Adaptation – The strategy of altering
products to meet the needs of local markets
– Global Standardization – The standardization of products across markets & ultimately the standardization of the marketing mix worldwide
To Standardize or Adapt Product ?
THAT IS THE QUESTION
Standardization vs. Adaptation
In general, however, some type of mandatory adaptation may have to be made or a voluntary change (minor or major) may be beneficial.
EX: Product Adaptation + Sony TV Voltage, broadcast
standard + McDonald’s Menu, decor of
restaurant + Levi jeans Size mix, fabric, cut + Coca-cola Brand name (China), package
Global Standardization vs. Local Adaptation – “Continuum”
Globalization
“A little boy from Japan flies to the United States with his parents, and on the way in from the airport they pass the "miracle mile" most places have now. The little boy turns to his parents and says, "Horeee! They have McDonald's here in America too!"
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Which Components of the Product May Require Adaptation?
Irwin/McGraw-Hill
12-7
● Core Component
▶ Physical Product Features▶
▶ Design
*Positioning “Psychological”
● Packaging Component
▶ Style Brand Name▶
▶ Packaging Quality▶
▶ Labeling Price▶
▶ Trademarks
● Support Services Component
▶ Repair Warranties▶
▶ Maintenance Deliveries▶
▶ Instructions Spare Parts▶
▶ Installation
CASE:How could this product
be adapted to (i.e.) U.S.?
• Product?
• Package?
• Support Services?
•
Questions & class discussion?
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THANK YOU
TERIMA KASIH