Professional Documents
Culture Documents
Master thesis
Fachhochschule Nürtingen
by
Zhaoyang Xue
from
Shaanxi, China
Table of Content
II
List of Abbreviations
List of Abbreviations
III
Table of Figures
Table of Figures
IV
Using Value Chain Analysis to Make a Choice of International Marketing Strategy
1. Introduction
1.1 The Background of Study
If an enterprise wants to survive and develop, it must create value for the
shareholders of enterprises, other interest groups including staff, customer,
supplier and related industries etc. The process that enterprises create value can
be divided into a series of economic activities which are not the same each other
but interrelated, or we could call it the added-value activity, The total makes up
value chain of enterprises. Any enterprise is a collection of every activity carried on
in design, produce, sell, and after-sale service of products. Every activity of
operation and management is a link on this value chain. Facing to the strong
market competition, to establish the business strategy is very essential, how to
adjust the good competitive strategy is connected with the survival and
development of each enterprise. The approach of the value chain analysis was put
forward by Professor of Business Administration of American Harvard Business
School, Dr. Michael E. Porter in his book “Competitive Advantage: Creating and
Sustaining Superior Performance” in 1985. Porter (1985) mentioned among other
things in this work the term of the "Value Chain", and stressed that the competitive
competence of an enterprise depends not only on the optimization of the sub-
functions, but efficient interlinking of the members of the chain. It is a kind of tool to
confirm and analysis enterprise's competitive advantage. An enterprise has a lot
of resources, ability and competition advantage, such as technological advantage,
Human Resources advantage, management advantage, and innovative advantage,
etc.,, if we consider an enterprise as a whole, and unable to identify these
competition advantages, we must resolve the enterprise activity and confirm the
competition advantages of enterprises through considering these individual
activities and relations between each other.
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
enterprise's own marketing and promotions of inside system of product only. In fact,
for most enterprises, marketing is not enterprise's own problem any more,
marketing now is not the marketing problems of individual enterprises, but the
problems of all enterprises in the whole value chain. The successful marketing of
enterprises only could achieve the goal by depending on value promotion of all
enterprises in whole value chain. The backwardness of any link will influence
enterprises on all links, for example, print and dye industry, in fact highly depends
on the development of textile industry of the upstream and clothing industry of the
downstream, further more to build marketing channels is not merely a question of
the marketing channel strategy, in fact it is a extended matter of enterprise's value,
and it becomes a part of its value system. Whether the marketing channel is
valuable or not, will directly influence market competitive competence of enterprise.
Porter's value chain has deeply influenced the development of modern enterprises,
especially has enormous directive significance in forming enterprise's core
competitive competence. The theory of the value chain has shown us effectively
the value and the importance that enterprises could survive, it is the base that
enterprises seek to survive. Marketing as the front of realizing the value of
enterprises uses the value chain theory for reference, to explore the value of
enterprises, and to form the system of marketing that based on value chain
gradually, thus to bring out one's strengths to make up for one's weaknesses in the
competition . Whether the value could be created, or make the created value worth,
suppliers and the product technology of upstream and customers of downstream is
a research point of the value chain and marketing.
This thesis attempts to use the value chain theory to analyses the effective and
reasonable value chain of the enterprises within value activities, confirm the
enterprises’ competitive advantage, guide the adjustment of competition strategy
and finally use it effectively and successfully in the decisions of marketing strategy.
marketing activity, but how to connect the two elements effectively and finally to
make a success in the international marketing is the key discussion point of this
article. Using the views of the value chain to design and plan the marketing
systems of enterprises, value chain and marketing includes two meanings: firstly,
an enterprise is a part of whole industry value chain, and the value reflection of
value chain marketing needs many efforts to realize through other value chains.
So value chain and marketing is a process of integrated marketing which
integrates the upstream and downstream resources. And secondly through
analysis and compare the value to hold the value systems of enterprises
objectively, to form the distinctive value added process. Using the systematic eyes
to plan the upstream and downstream resources, realize the win-win situation.
Marketing is not only promotion, enterprises should set up systematic thinking way,
should effectively plan relations of customers, enterprises, suppliers and
cooperative partners (http://www.huaxiamanage.com/info/xxlr1.asp?ID=6432).
Using the value chain analysis, the extended value chain concepts and marketing
in the decision and choice of the marketing strategy: on the basis of value chain
and marketing, introducing the views of value chain effectively into the process of
marketing channel building, using the value chain to fully verify the structure,
composition of the channel, and the value-added process in the channel,
establishing the channel system which is valuable to meet the challenge of the
unceasingly development world economy and globalization. By this way
enterprises are able to keep and improve their competitive advantages and survive
in the rapidly changing marketing environment.
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
Brown (1997) considers, as a tool the value chain divides a business into
strategically relevant activities. Through it the company is able to identify the
sources of competition advantage and perform these activities more cheaply or
better than its competitors. Its value chain is part of a larger stream of activities
carried out by other members of the channel-suppliers, distributors and customers.
Walters and Lancaster (2000, p.162) define a value chain as “…a business system
which creates end user satisfaction (that is value) and realizes the objectives of
other member stakeholders.”
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
Michael Porter gives us a very useful tool to define a framework of confirming the
competitive advantage of a firm. When we use the value chain analysis, we can
regard an enterprise as a whole of activities that takes products and services to a
customer. The commercial activity is unique and great in the figure for each
industry, but only those activities are considered which have direct influence on
the competition advantage.
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
Figure 2-1 The Generic Value Chain, source: Michael E. Porter (1985, p.37)
Porter (1985) hints the term “Margin” means that firms realize a profit margin that
depends on their ability to manage the linkage between all activities in the value
chain. In other words, the organization is able to deliver a product / service for
which the customer is willing to pay more than the sum of the costs of all activities
in the value chain.
The support activities are shown across the top of Figure 2-1 because they are a
part of all of the firm’s operations. They are not directed to the customer, but they
help the firm to perform its primary activities. Support activities often are viewed as
“overhead”, but some firms successfully have used them to develop a competitive
advantage, for example, to develop a cost advantage through innovative
management of information systems (http://www.quickmba.com/strategy/value-
chain/).
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
The concept of the “Value Chain” has significantly evolved since Michael E.
Porter’s theory on “Value Chain Analysis.” Furthermore Porter’s analysis looked at
optimizing the vertical flow of activities in the confines of the enterprise, it initially
evolved to also include activities of firms upstream (suppliers) and downstream
(channels), which, when optimized within this broader context, contribute to an
increase of value creation. The role of the value chain however does give us an
insight and lays down a useful framework allowing us to consider the activities
involved in production of services and products in relation to customer significance.
Day and Wensley (1988) find that the value chain can be used to guide the firm’s
present activities as well as making the improvements for the future. It provides a
systematic approach of identifying the firm’s value creating activities and of
stressing the degree to which the particular view of attributes satisfies customer
needs. In addition to customer-focused analysis, it is useful then to compare the
firm’s value chain with those of its principal competitors. “The value chain analysis
leads logically to the next stage, that of designing and developing a future value
chain that will generate competitive advantage relative to competitors’ potential
value chains” (Partridge & Perren,1994, p.28-29).
From above views we can see that it is very crucial for a firm firstly to make a
correct decision of the value chain analysis within an organization, and then to
confirm the corresponsive competitive advantage and finally to achieve the
strategic goal of the firm.
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
been arranged in the value chains of firms, so long as to compare with other firms,
it is easy to find the advantage of one's own competition. Value chain analysis is a
tool that firms can use to gain the goal of competitive advantage. Donelan and
Kaplan (1998, p.7) offer that “there are two useful frameworks for value chain
analysis: the industry value chain and the company’s internal value chain.”
For example, in 1980, the General Electric Company (GE) was the tenth-largest
industrial corporation in the United States. GE’s management systems, and
specially its system of strategic planning, were highly regarded. GE was divided
into SBUs, each of which employed specialists in strategic planning. Both
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
managers and planners were asked to take part in the corporate strategy-planning
seminars. SBU managers were required to use a formal technique to help them
define and report their business plans. Among the subjects were environmental
assumptions, competitors, and strategy alternatives (“G.E.,” 1970).
Firms should pay more attention to the internal and external relations of value
chains. To plan these relations, firms can gain the unique cost advantage and on
the base of it as well as can realize the differentiation. The competitor may often
imitate a certain activity or a certain behavior of a firm, but these connections
between the value chains are very difficult to plagiarize. Donelan and Kaplan
(1998) have confirmed the following:
Value chain analysis provides insights into complex internal and external
linkages. For example, improving product design may lower production costs;
treating suppliers as partners may reduce upstream costs or improve supply
quality, and vertical integration may strengthen a company’s strategic
position in the industry. (p.13)
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
As in most industries it is not usual that a single firm carries on all activities by
itself, for example, from product design, produce, and delivering to end user.
Frequently, firms are elements of a value system, so value chain analysis should
include the whole value system. It would be less realistic that only to see the value
chain exists within a firm. Linkages exist in a firm’s value chain as well as between
value chains. If a firm shows a high degree of vertical integration, that is to say the
firm has a better coordination of upstream and downstream activities. A firm which
has a relative low degree of integration can cause a negative influence on the
suppliers and channel partners. For example, an automobile manufacturer may
have its suppliers as close as possible to him as to minimize transport costs and
reduce parts inventories. The development of a competitive advantage relies not
only on the firm unique value chain, but also on the value system that is a part of
the firm.
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
Partridge and Perren (1994) stress that if companies want to offer certain
customers the best value in comparing with their competitor, they should identify
the activities in the value chains to create a ‘value package’. The value chains that
companies perform with achieved lowest cost and specific products and services
should be able to satisfy the customer’s demand and do better than their
competitors. According to Partridge and Perren (1994, p.28-29), “Customer value
is the sum of all tangible and intangible benefits, direct and indirect, come from a
vendor relationship. These benefits result in either cost savings or increases in
profitable revenue generation for customer.”
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
SUB 1
INTERRELATIONSHIP
their main clients and deliver the cans ‘Just in Time’, in this way, the manufactures
save for themselves as well as for their customers. Porter (1985) suggests that
many of the recent philosophies in manufacturing are an acknowledgment of the
importance of linkages.
From the above text, we have talked about the general concept of value chain, the
role, the purpose of value chain analysis and the value chain system. The next
stage we can use this analysis to identify which activity in the value chain is
competitive and strategic, the strategic link is maybe from upstream or
downstream of the primary activities, or direct from the support activities, and
further it can help firms to make a decision in selecting the strategy in the
international marketing. In the following we will discuss the relation between value
chain and competitive advantage and its application in the marketing.
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
economics. Each of these plays a role to choose the generic strategy. Value
chain analysis is a powerful managerial tool for identifying which activities have
competitive advantage potential. A firm’s competitive edge is based on its ability to
perform competitively important activities along value chain better than
competitors.
4.1.1.2 Differentiation
The second type of competitive advantage described by Porter is differentiation.
“Differentiation is the act of designing a set of meaningful differences to distinguish
the company’s offering from competitor’s offerings “(Kotler et al, 2000, p.295). A
differentiation advantage can appear from any part of value chain. Differentiation
comes from uniqueness, a firm can create a differentiation by changing individual
value chain activities to improve uniqueness in the end product or by
reconstructing the value chain. In this strategy, one or more characteristics of a
firm and its offerings that are valued by buyers are selected for differentiation. The
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
goal here is to pursue and keep activities against any particular competitor. A
differentiation strategy requires selective adding of costs in main business areas
that are important to buyers. The success of a differentiation strategy depends
upon premium prices, which can lead to above average profits if cost is kept at
parity with competitors. This strategy requires that efficient forms of differentiation
be selected and that costs are reduced in areas that are not relevant to buyer
needs. Differentiation can lower a buyer's costs and improve buyer performance.
This creates added value for the buyer. Approaches to create differentiation
include: brand loyalty (Coca-Cola in soft drinks), superior customer service (IBM in
computers), product design and product features (Hewlett-Packard in electronics),
and product technology (Coleman in camping equipment).
Hewlett-Packard defined one of its basic goals as follows: “Provide products and
services of the highest quality and the greatest possible value to our customers,
thereby gaining and holding their respect and loyalty” (Wheele & Hunger, 1983,
p.636-652). Hewlett-Packard demands total philosophy to quality, a philosophy
that begins in the laboratory and extends to every phase of its operations.
Products are designed to provide high performance and long service without
trouble. Careful attention to quality makes Hewlett-Packard meet or exceed
customer expectations. The firm’s goals further state that once a quality product is
delivered to the customer, it must be supported with prompt, efficient service of the
same high quality. Within the computer industry, Hewlett-Packard is rated 90 on
quality. Another example would be IBM’s initial dominance of the personal
computer market. Its products were outclassed by many competitors according to
performance, quality, and price. However, IBM’s products dominated their market
segment because of their software, service, advertising and because IBM was
going to stay around. In IBM’s case, its physical products are not responsible for
creating buyer value, its strategic link in the value chain is their software, service
and etc.
IKEA, with it’s transformation from a small Swedish mail-order furniture operation
into the global home furniture retailer, has a different strategic positioning from its
rivals. IKEA targets young furniture buyers who want style at low cost. Ikea serves
customers who are willing to trade off service for cost and uses a self-service
model with clear, in-store displays. In huge stores, IKEA shows every product
which it sells like an exhibition, and products are put together to offer not only
chairs and tables but design for living, thus customers don’t need to image how
they put the pieces together. For customers they are expected to pick up and
transport what they have bought themselves, IKEA will even offers a roof rack for
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
your car that you can return for a refund on your next visit. Although “do it
themselves” has made much of its low cost position for customers, IKEA still
provides a lot of extra services that its competitors do not such as In-store
supervised children care, playground for children and extended open hours. All
these services are unique and are connected with the need of customers, those
customers are most young, have no much money, and they come to shop at odd
hour. IKEA offers customers something more than just low prices, it makes every
aspect of the business system much easy for customers to take on this new role,
for example, “IKEA prints more than 45 million catalogues every year in 10
different languages, though only 30%-40% of the company’s 10,000 products are
printed in the catalogue” (Normann & Ramirez, 1993, p.66), and these catalogues
you can get at the front door of stores as well as tape measures, pens, and
notepaper to help customers make choices if the salespeople are not available. In
addition, each product has a simple readable label with the name, price, material,
colors, introduction for care, and the indication of the products. There are also
cafes and restaurants so customers can eat and have a short rest here, this
makes IKEA not just a furniture store but a family outing destination. All what IKEA
offers make its customers understand that their role is not to consume value but to
create it. IKEA’ strategy is to know how customers can create their own value and
to create a business system that allows them to do better. Normann and Ramirez
(1993, p.67) conclude that IKEA’s goal is not to relieve customers of doing certain
tasks but to mobilize them to do easily certain things they have never done before.
Band (1991) emphasizes that successful business would be those which moved
closer towards their customers.
The rapidly development global market had made the industrial environment more
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
huge markets as China, Indonesia, the U.K., and Brazil. Although the international
division accounted for 5 percent of corporate sales in 1997, its revenues are
projected to reach $27 billion or 17 percent of total sales, by 2000 (Zellner &
Shepard, 1997).
Troy (2000, p.126) notes that “Wal-Mart has set a goal for itself of being in stock
with the right products in right stores. This is where expectations of suppliers have
increased and more aggressive use of Retail Link is expected.” For example,
China with its low-cost manufacturing centre has become one of the biggest
suppliers worldwide of Wal-Mart, they are already sourcing billions of dollars’ worth
of products in China. Wal-Mart bought about $10 billion to $15 billion worth of
goods from China in 2003 and is going to achieve almost double that amount by
2007, other retailers, like Best Buy, Carrefour, and Tesco have also such plan.
Furthermore, they are going to China to purchase an expanding range of goods-
from television and tools to clothing and crockery- for 25 to 50 percent less than
the cost of comparable goods made in developed countries. The result is that
leaders in these sectors are gaining cost advantage over competitors that source
components or finished goods mostly in the developed world (Campbell et al,
2004). Today no matter how deep the relationship is, the clear indication is that
suppliers will be expected to do more and perform at an even higher level, only by
this way Wal-Mart can gain its competitive advantage and achieve its growing goal.
Hamel and Prahalad point out that the top executives will be judged primarily on
their ability to exploit their core competencies and those of their organizations
rather than on past performance. He defines core competencies as “the collective
learning in the organization, especially how to coordinate diverse production skills
and integrate multiple streams of technologies” (Hamel & Prahalad, 1990, P82).
Most firms gained world leadership with only a few basic competencies. For
example, Honda has its competency in engines and power trains, Canon in
precision mechanics, fine optics and microelectronics, Sony in miniaturization and
video technology and 3M in substrates, coatings and adhesives. Though these
firms compete in totally different markets, they have common, unique
competencies which play a very important role in achieving global competitive
advantage. For example, Dell Computer Corp. does not produce computers, but it
uses the Internet to promote activities among its suppliers and trading partners
that do make components and parts. Dell's core competency is managing the
build-to-order process. Fingar and Aronica (2001) have argued that Dell goes
beyond the internal focus of Porter's value chain analysis and manages the end-
to-end industry value chain. The management of core competencies is one of the
most important strategic challenges facing a firm given their crucial relationship to
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
Clark (1987) mentioned that to take a global view of technical competence. A firm
should use scientific and technical knowledge with existing strengths in marketing,
human resource management, and producing, the Japanese automobile industry,
use a new design process, like CAD in designing products. ‘Volkswagen invests
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
mangers are improving HRM and treat it as a way of keeping the competition
position of their companies in nowadays increasingly challenging world economic
market, such as the challenges from Japanese companies. Another as Miles and
Snow (1984) find, the mangers are aware that HRM plays a very important role in
the further development of the world economy with a high-technology. An example
is about human resources services, role and strategy in HP. The company started
with the view that high returns were possible from moving products as fast as
possible from basic design to the market. HP is enlarged fast in its industry. So far
as the company has a different design or technological advantage, a new product
idea is improved and a market is followed. Because of fast growth and resource
redevelopment, especially on management and technical personnel, human
resources management carries a very different part of activities. Human resources
at HP at both the vision and the corporate level have the constant task of making
new group, and searching and spreading managerial and technical resources.
The company looks for such people both inside and outside the company and at
the same time the company worries about the valued managers’ vacation. In this
situation, human resources department carries on a necessary company’s
activities, it helps to identify and develop relevant human resources. At HP, main
human resources come from the outside and used in many units and divisions, as
well as developed internally. Hence, the complete human resources strategy at
Hewlett-Packard and other Prospector companies can be viewed as acquiring
human resources (Miles & Snow, 1984).
Now more and more companies recognize that their employees themselves are a
kind of source of competitive advantage. Schuler and Jackson (2000) consider
that HR professionals play four key roles: strategic business partners; innovators;
collaborators and facilitators. For example, United Technologies Corporation (UTC)
is a diversified, global, high technology company, with revenues exceeding $25
billion. Its business groups include Otis Elevator, Pratt & Whitney, Sikorsky Aircraft,
Carrier, and Hamilton-Sunstrand. In the corporation the development of human
resources leaders take a relevant part as well as other processes. To fully use of
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
human resources, the business enroll and hire about 10 master degree (including
MBA degrees and specialized degrees) graduates a year into the HR function,
These experienced hires are used to meet specific needs and they are
encouraged to improve their capabilities and to finish a personal development plan
with the coordination of the company’s common process. All HR leaders and
candidates for leadership positions take part in a week long program, the Human
Resource Business School, to make training for their challenge roles. The training
gives a business view about HR, makes an emphasis on the integral importance of
people issue in business strategy through a case study and then company’s own
business strategies. The programs also addresses best practices in formulating
HR strategies, effectively leading change, and measuring business influence,
furthermore, the program examines changing HR roles, provides multi-rater
feedback on demonstrated capabilities, and guides individual development
planning(Walker & Stopper, 2000). It is very essential for a company to understand
its own potential resources, optimize the choice of such resources and promote
HR as a key source of creating the competitive advantage for the company. A
Towers Perrin world-wide study sponsored by IBM (1992) showed that HR in the
2000 will be responsive to a highly competitive marketplace and global business
structures (Perrin, 1992).
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
they include other resources such as time, energy, and feelings. The primary
marketing theory is that marketers create value for the customer, the marketing
organization and the economy. Marketers or their marketing members can create
or add value in many links of the value chain. As the front of realizing the firm’s
value, marketing uses the value chain theory, explores the value of firms and
forms the marketing system gradually basing on the value chain. First and
important is marketing will be the keeper of the value chain model. This model is
the most useful indicator in the age of information, it helps to guide the companies’
external activities, such as ensuring the effective competing against other chains
as well as within the chain, and at same time making attention to the new change
in the market. The change of market will bring the change of the chain, may be
chance or risk. All the activity has something to do with strategic marketing that
marketing department are willing to implement.
The marketing concept has changed since years, it connected marketing activities
more closely with overall organizational activities. The main task and goal of an
organization is to determine the needs, wants and values of its target markets and
manage the organization to supply the consumer's expected satisfaction more
effectively and efficiently than its competitors. Houston (1986) suggests the
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
following:
The marketing concept follows that an entity achieves its own exchange
determined goals most efficiently through a thorough understanding of
potential exchange partners and their needs and wants, through a thorough
understanding of the costs associated with satisfying those needs and wants,
and then designing, producing and offering products in light of this
understanding. (p.85)
Kotler (1991) argues, in the 1990s marketing was seen as a managerial and social
process, still aimed at satisfying the needs and wants of individuals, and of groups
through value creating offerings.
About international marketing strategy, during the last ten years there were a lot of
empirical research discussing about the relationship between business-level
strategy and company performance. Two relevant views are mentioned in the
international marketing literature are: the extent to which customers’ needs are
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
practice has the clear benefits of economies of scale, A basic view of international
marketing is that a firm's global marketing strategy has a positive effect on its
global market performance (Levitt 1983), According to the literature and the
rational analysis, Zou and Cavusgil (2002, p.43), defines global marketing strategy
as “the degree to which a firm globalizes its marketing behaviors in various
countries through standardization of the marketing-mix variables, concentration
and coordination of marketing activities, and integration of competitive moves
across the markets.” A domestic marketing strategy is concerned with the content
of the elements of a specific marketing program in a single country, whereas the
global marketing strategy is stressed on the relationship among the firm's
marketing operations across countries.
From the definition of the global marketing strategy we can know that there are
three major perspectives about the component of the global marketing strategy:
standardization (Jain, 1989), configuration-coordination (Porter, 1986), and
integration (Yip, 1995). Perhaps the most influential view is the standardization
perspective (Jain, 1989). It views a firm as pursuing a global marketing strategy if
its marketing programs across different countries are standardized, particularly
with regard to its product offering, promotional mix, price, and channel structure
(Johansson 1997; Keegan 2000).
According to Jain (1989), standardization has two aspects: marketing program and
marketing process. The term “program” refers to different aspects of the marketing
mix which can be classified as product design, product positioning, brand name,
packaging, retail price, basic advertising plan, sales promotion, role of sales force,
management of sales force, type of retail outlets, and customer service, while
“process” means tools that helps with program development and implementation,
so the focus is on the marketing philosophy, principles, and technology which are
used in the planning and preparation of marketing programs. In some cases
marketing process is even more important and feasible to adopt uniform systems
for international market planning and decision making than it is to standardize the
content of marketing programs (Walter, 1986). For example, technology in
automobile industry and computer industry plays a relevant role in marketing.
Standardization is the key managerial issue of international marketing
management (Boddewyn & Grosse, 1995). Standardization makes it possible that
MNCs gain economies of scale in the areas of production, promotion, distribution,
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
Crest toothpaste, there is a toll-free telephone number, customers can call if they
have questions or comments about the product. What customers ask as well as
their names and addresses are put into the data warehouse of the company. In
this way, the product becomes a service and a two-way relationship between the
marketer and the customer, for the customers they buy not only a physical product
but an improved dental health.
Total Value will only be Achieved If All Components are delivered in an Integrated
Fashion. (tspg-consulting.com/02valuechain.htm)
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
Figure: 5-1: Value Chain Marketing (Source: © The Strategic Planning Group)
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
Here is an example, "In addition to our traditional role as the primary liaison
between supplier companies and SEMATECH, we will continue to play a leading
role in driving both evolutionary and revolutionary improvements in the supplier
value chain,"—Graham, incoming SISA president. SEMI/SEMATECH is a 12-
year-old chip industry supplier association, it has renamed itself Semiconductor
Industry Suppliers Association (SISA) in order to make sure that the name clearly
describes the organization's mission. SISA‘s aim is to focus on semiconductor
supplier infrastructure requirements and to help concentrate the supplier
infrastructure. Paul Peercy (outgoing president of SEMI/SEMATECH) thought the
new name, SISA, is consistent with the evolving role of the semiconductor industry
supplier base. "Today, these suppliers are absolutely essential to the continuing
rapid advancement of semiconductor technology," he said. "They are the enablers
of each successive technology transition, providing the materials and equipment
needed to execute device shrinks and develop new processes, equipment and
technology for decreasing feature sizes and increasing wafer size. Equally critical
is their role in meeting capacity ramps when escalating consumer demand could
result in product shortages" (Singer, 2000, p.30).
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
Madsen who is senior associate at Northeast Consulting Resources Inc. has noted
that value chain integration "changes the power dynamics between customers and
vendors." Suppliers do not need to guess what customers want any more, or make
much effort to get the demand. The process starts with an order that the customer
gives and is connected back through a series of links to the producer, or further
back to the supplier of component parts. As this happens, all the necessary
services are connected. "Currently, the customer-facing system is disconnected
from the production chain," "In the new model, the channel is assembling to order.
Buyers specifying products set off a cascade of parts requests, assembly
schedules, shipper notifications, and financial arrangements... All of that happens
the moment the order is placed." This kind of way will help companies to quantify
demand and make quick marketing decisions (Haimes, 1998, p.36-40).
the benefits. The company's founder and boss, Michael Dell, agrees that the
Internet gives customers unprecedented power to seek out the lowest prices, but
argues that it can also be used to deepen relationships and ultimately build far
greater customer loyalty than before. If you don't create an integrated value chain,
he says, don't expect to survive. John Dobbs of Cambridge Technology Partners,
a leading systems integrator, helpfully defines it as: ``A process of collaboration
that optimizes all internal and external activities involved in delivering greater
perceived value to the ultimate customer'' (“Economists”, 1999, p.11-15).
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
HP and PWC are the leaders of international marketers, they will also expand their
collective international marketing fields, as PWC owns customers around sixty
countries while HP operates its global marketing performance, they plan to use
their extensive marketing connections among manufactures. Bruce Toal, HP's
marketing manager said, speed of implementation will be stressed as a marketing
message, “Within 90 days you can be automating your purchase order process,”
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
value for ultimate users.” The views in those relationships are practical and the
partners are trying to improve the co-activities in a lot of performance so that within
each organization of the partners they may bring a physical shift. Companies can
take part in a lot of kinds of relationships at the same time, and partners in each
relationship may act a different role. In CARIBBEAN BUSINESS on Dec. 23, 2004
reported, ‘Metro Toyota among top five Toyota dealerships worldwide’, Metro
Toyota President Francisco Ramos said, since the opening Oct.15, Metro Toyota,
a state-of-the-art auto dealership on PR-2 in Bayamon with a $12 million
investment and 65 workers, has become Toyota’s local sales leader and one of
the top five dealerships worldwide of Japanese Automaker Toyota Motor Corp.
During October they gained sales leadership among local Toyota dealers with 386
units sold, The room is equipped with a fully glass-enclosed air-conditioned two-
story showroom, an Internet Café with high-speed internet access, a state-of-the-
art-service department with 20 service bays, a fully stocked parts and accessories
department, and car rental services. What Metro Toyota does wants to make an
impression for customers that they provide a “no sales pressure” atmosphere, and
a modern open office facility, there customers can free accept or cancel an offer.
Metro Toyota expects to gain an average of 400 new units a month and get $100
million in annual sales.
Figure 5-2: The path from the physical to the virtual value chain
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
doctor's decision. If companies can provide the right information to doctors, they
will have the chance to change 80% of all health care costs while improving the
quality of the service (Kahane, 1996).
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
In the value chain (Porter 1985) companies create value by transforming inputs
into more refined outputs. The process of value creation is sequential, and then
value is added at each step. The strategic challenges connected with managing a
value chain are becoming more and more considerable. When market managers
think about the level of executive involvement, value chain management has
clearly become “a strategic imperative” in most companies. "People who pay
attention to their value chain and formulate formal strategies for their value chain
can have a substantial positive impact on the top line of their organization." says
Glenn Dalhart, a partner in Ernst & Young's supply-chain-management consulting
practice (Sheridan, 2000). A basis for planning overall strategy has been
emphasized by Normann and Ramirez (1993), they argue that the importance of
value creation is as a part of the strategic process, a value perspective of strategy
is: “Strategy is the art of creating value. It provides the intellectual frameworks,
conceptual models and governing ideas that allow a company's managers to
identify opportunities for bringing value to customers and for delivering that value
at a profit”(p.65). This points out that the value chain presents both an analytical
and a facilitating concept, and value strategy in value chain means mainly the form
of positioning a company in the right place on the value chain- the right business,
the right products market segments and the right value-adding activities (Normann
& Ramirez, 1993).
The impact of globalization (for procurement and marketing purposes) has made
the value chain a more useful method to recognizing and assessing business
opportunities (Walters & Lancaster, 2000). The upstream activities can be affected
through the role of international marketing strategy in which it plays the most
important role (Porter, 1986). According to Porter (1986, p.20), “the prototypical
global strategy is one where the firm gains scale or learning curve advantage from
having high-volume production of a common line of product varieties. Clearly, if
this approach can be carried out effectively, it will unlock potent and competitive
advantage due to scale and learning in the upstream activities of the value chain.”
Thus for a product if the upstream link plays a crucial role in the marketing then it
may rely on the product technology and/or having massive production. Its
competition is most likely a competition of global market. Large-scale commercial
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
passenger airplanes, compact cars, and computers all belong to this kind.
Therefore, if the management and the operation of MNCs mainly depend on the
advantage of upstream link, then they may adopt the global marketing strategy.
Due to the changing of the world from divided national markets to linked global
markets, international marketing is becoming more and more relevant to
companies. Globalization makes trade more liberalized and consumer needs more
homogenized and brings competitive advantage in global markets. Companies
have to think and do globally so that they can survive in such a rapidly changing
environment. There is a positive relationship between rapid changes in technology
and global standardization. It is also seen clearly that firms emphasizing
standardization are more likely to be affected by competitor-led product changes.
Rapid changes in technology make it necessary to retool and retrain expenses
and therefore make a focus on more concentrated manufacturing for the global
market so as to pursue a wider range of geographic markets. If technology
changes are relatively slow, then firms may tend to stress customization. It is also
clear if firms place less emphasis on standardization but put much emphasis on
the development of a highly skilled sales force, possibly because of the diversity of
products and markets served.
An example about the global marketing strategy of the Bosch Group, in 1886,
Robert Bosch established the "Workshop for Precision Mechanics and Electrical
Engineering" in Stuttgart. This was the birth of today's globally active Robert
Bosch GmbH. From the first day of operations in 1886, the company has been
providing the revolutionary technological advances, among the products, some are
well-known, some may be never seen, but they all impact our lives in more ways
than you can imagine. The "Bosch Group" has been in successful operations for
almost 120 years and is the world leader in many different fields. Today the
company manufactures products at 227 locations on every continent, 171 of which
are situated outside Germany. From a small factory to a global multi-national
enterprise, the Bosch Group reported annual sales of 34 billion euro and was
operating in 50 countries in 2001, it has 218 subsidiaries, 34 of which are domestic,
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
and the rest are located overseas. The company was employing 221,000 people
at the start of 2002. Its business includes not only the automotive industry, but
automotive technology products such as gasoline, diesel and chassis systems and
car electronics. The group provides also many other products and services,
including power tools, industrial technology, security solutions, household
appliances and broadband networks. As we know, Germany is famous worldwide
for its high quality, reliability and perfect technology. Bosch has expanded on this,
that is to say it has even done better in the development, manufacturing and sale
of products, which are designed and delivered across the world to the strictest
German standards you can find anywhere today. Every day, 18,500 Bosch
scientists, engineers and technicians around the world work to push forward their
state-of-the-art and shape the future. More than 2,370 patent applications were
filed in 2001. In the same year, Bosch's R & D spending amounted to 2.3 billion
euro, most of it allocated to the automotive technology. All these has made Bosch
own the advantage of the product technology or the advantage of the value chain
upstream link, thus the company is able to adopt the global marketing strategy
successfully to market its products worldwide. The marketing experience is also
effective in China. Following the policy of reformation and opening in China, Bosch
entered the Chinese market in the mid-1980, until now the company has relied on
the amount of 600 million US dollars investment and 2-digit growth rate annually to
become the successful model of the MNCs in China market. Bosch is unceasingly
sharing the innovative science and technology and the advanced knowledge with
China. Bosch China has become one of the most important and dynamic
development sectors of Bosch group. (http://www.bosch.com.cn/content)
Moore (2000, p.46-49) finds, “As part of the value chain model, marketing must
continually model the end customers of the value chain, even if the company
never actually communicates directly with them.” What is most important in the life
of everyone is the end user to pay for each body else and to make sure to finish
their suggestion. The role of the company in the value chain can become strong by
linking up with the end user, and if the company has difficulties in substituting, it
should try to find other intermediaries to exchange some other suppliers. For
product marketing, if the downstream holds the leading position, then the
competition nature of this industry is very likely a multinational market with a
pattern of mutually independent partial competition. On the strengths of the
downstream advantage, MNCs make their strategy often have the distinct local
and regional characteristic. Kotler (2004) suggests that current marketing is
moving from a transaction-orientation to a customer-relationship-building
orientation. Marketing has moved from a focus on the mass market to a focus on
market segments to a focus on one-to-one customer relations.
An example about the P & G’s marketing strategy in China, the Procter & Gamble
Company was founded in 1837 by an Englishman, William Procter and an
Irishman, James Gamble. As consumer product giant Procter & Gamble markets
over 250 brands to nearly five billion consumers in over 140 countries. 1n 2004, as
members of Dow Jones Sustainability Index (DJSI) ,P&G was selected as the
Consumer Products sector leader in the global listings for the fifth year
consecutive year . In 1988, the Company announced a joint venture to
manufacture products in Guangzhou, China. This was the Company's first
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
operation in the largest consumer market in the world. Until now, the total amount
of investment of P & G in China has exceeded 1 billion dollars. The purpose of P &
G is providing branded products and services of superior quality and valuing that
improve the lives of the world’s consumers. As a result, consumers will reward the
company with leadership sales, profit and value creation. The P & G Company
always advocates the consumer supreme principle worldwide, in China the same.
In order to thoroughly understand the Chinese consumers, the company has
established the perfect market investigation and study system in China. It carries
out the consumer tracing and attempts to establish the lasting communication
relations with consumers. Meanwhile the P & G Company has established the
huge database in China's market R & D department in order to analysis timely the
consumer’s opinion and then feedback to the production department, so as to
produce the products that are more suitable for the Chinese consumers.
(http://www.pg.com.cn/aboutus/about-02.htm)
The P & G company discovered that, the 21st century marketing are facing the
status that the consciousness of consumer to recognize brands is becoming more
and more strong, Along with the unceasing emerging of more and more brands in
the market, the pressure between the brand competes has become more and
more heavy. As one of the MNCs the P & G Company is similarly facing the
challenge: How should the company innovate and what are they doing to meet the
change? Firstly, to strengthen the integrated marketing concept, the goal of
integrated marketing is to give the consumers more opportunities to choice. The
consumer is supreme, is the most important factor in the marketing. Secondly, to
carry on the consumer approving marketing, The P & G hopes marketing is not
only the unilaterally sale, but an interaction process, only through the marketing
then makes the consumer have reaction and acceptance to the P & G’s marketing.
Thirdly, through the effective appraisal method to make quantification what the
company has performed. The P & G is willing to know to how much degree the
effectively appraised advertisement and the marketing have affected consumer's
purchase decision.
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
The 21st century marketing is facing a new value chain, what the P & G has done
starts still from the consumers, but in the new value chain, between the consumer
and advertising agent, the media and the advertising company is acting a more
vital role, they already fully understand the demand of the company, as well as
consumer's need. This kind of new value chain is realized in the past three years
through the cooperation between P & G and CCTV (China Central Television). All
the innovation that P & G has done in the marketing lies in catching the
information which the consumer needs, the consumer can image. They hope the
communication with consumers could influence as far as possible the buying
activities of consumers. "Being intimate with the life, beautify the life" is the P & G
Company’s philosophy. The company tries all the best to make close to consumer,
the customer, the partner, and the market change, thus to make synchronization
with the world development. Facing to the consumer's innovation strategy, P & G
will be ready to create more opportunities together with CCTV, and take much
more benefit to the consumer.
6.3 Case Study- The Choices of the Marketing Strategy of Three Joint
Venture Automobile Companies in China
6.3.1 Status of the Chinese Automobile Industry
With rapid economic development China has become the biggest “Big Emerging
Market (BEMs)” and has attracted a lot of multinational corporations to make an
investment in China. Since the beginning of the economic reform in late 1970s, the
Chinese government has offered a preferential policy for foreign investment and
opened industry after industry to foreign participation. Major MNCs have all taken
positions in China, and many of them have expanded their operations in the
country as they gain more experience, and as new policies create such big
opportunities. An example about the automobile industry in China, in 1956 with the
help of the Soviet Union China had its automobile industry, the first car factory
(FAW-First Automobile Works) was set up to produce the Jiefang ("Liberation") line
of mid-size trucks, but only with a few years growth then the industry was followed
by a change in policy that brought it back down, until 1978, the industry was under
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
a strict centrally planned system with only two automobile assemblers. Today, with
many MNCs China’s automobile production and sales figures are both projected to
exceed 5 million units, up some 20 percent year-on-year, in 2004, industry experts
said. Car production alone is inclined to reach 2.6 million units, Xinhua reported. In
2003, China produced 4.44 million autos and sold 4.39 million, an annual increase
of 35.2 percent and 34.21 percent respectively. China's imports of automotive
products increased 84 percent year-on-year to US$14.45 billion in 2003, according
to the latest customs statistics. Among the imports of automotive products,
complete vehicles reached 125,129 units and the value of these imports jumped
63 percent to US$5.25 billion (“World IT Report”, 2004). China will lead Asia's
sales growth both this year and next, with 1.3 million more vehicles sold in 2004
than 2002, which is closely mirrored by growth in auto production, forecasts Global
Insight. Sales and production in the next 10 years will swell by more than 4.3
million and 4.5 million units, respectively. By 2013, China will account for 11% of
global sales and 24% of non-Japan Asian sales (Zachary, 2003). Before
considering the successful marketing strategies of three joint ventures in China, it
is necessary to assess and analysis how important the Chinese market is to the
parent corporations.
6.3.2.1 Volkswagen AG
With the rising of producing and labor costs in Germany, the country’s international
competitiveness comes increasingly under the microscope, more and more
German companies are investing overseas. As one of the world’s leading export
nations Germany has a reputations for producing high quality, reliable products. In
the 1990’s Germany is one of the world’s leading export nations (“International
Monetary Fund”,1994), but rising manufacturing costs and the depth of the
European recession of the early 1990s has led to a debate within Germany and
Europe as a whole as to the sustainability of the country’s international
competitiveness.( Peel, 1993) High labor and environmental costs and increased
taxation to fund unification have forced many German companies to reexamine
their approach to international markets. In March, 1985, VW was as the first
foreign carmaker to set up a joint venture in Shanghai, China, with the investment
increase, the registered capital of SVW will rich 7.8 billion Yuan and its total assets
reach nearly 30 billion Yuan. Now SVW has become a modern car-making base
with the biggest production scale and the largest product population in China. With
an annual production capacity of 450,000 units, SVW now has seven product
series of dozens versions including Santana B2, Santana 3000, Passat, POLO
and GOL. “Have a unit of Santana and you can travel all over China” SVW
Santana cars have been well-received by the customers for over 20 years. In 2003,
it achieved 215,547 units of sales, being the only car model in China to top an
annual sales volume of 200,000 units. (http://csvw.com/csvw/index.htm)
Besides Shanghai VW(SVW) Volkswagen Group China has another joint venture:
FAW Volkswagen was established on February 1991, a 50-50 joint venture
between China's First Automotive Works and German auto giant Volkswagen AG,
which produces the models Jetta, Golf and Bora as well as the Audi models A4 ,
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
A6 and A8. The company is the second largest supplier of passenger cars in China,
the largest being Shanghai Volkswagen. In 2004 projects sales raised to between
350,000 and 360,000 vehicles, “FAW-Volkswagen’s sales growth may slow this
year because its production can’t keep up with demand. It needs another year for
its new plant to begin production,” FAW- Volkswagen spokesman Zhang Yinfu said.
FAW and Volkswagen are now building a factory that would double capacity to
660,000 by about 2007. (http://www.faw-volkswagen.com/intro.htm)
Relying on the quality and reliability of German goods, one of the FAW-
Volkswagen brand- Audi from A4, A6 to A8 attract numerous sight of consumer,
and meet the different demand of segments, among them Audi A8 is the most
expensive and most advanced Luxury-class sedan. In China, the selling target of
A8 is some successful personages, such as government high-ranking officials,
diplomats, business men and etc. The survey shows, the main segment of Audi
car owner is at the age of 26-45, married, have higher education degree, private
enterprise owners and senior executives with monthly income between 20,000-
40,000 yuan. Audi A6 meets different users' demands with different specification
such as A6-1.8L, 2.4L and 2.8L. Audi also imports its A8, TT Coupe and Quattro to
China through the joint venture. Audi, the luxury division of German carmaker
Volkswagen, is aiming to double its Chinese production to 70,000–80,000 units by
2005. In 2002, the company's FAW VW joint venture produced and sold 37,000 A6
models.
In North America Buick was the symbol of the successful middle-aged personages.
After entering the Chinese market, Buick has made a brand reconfiguration. As the
first model of the passenger vehicles Buick entered the Chinese market, on the
one hand it has continued its international basic essential factor, namely Buick
characteristic (security, comfortableness, and high quality), on the other, it has
created the new idea that is appropriate for the Chinese market characteristic. In
2001, the Shanghai GM implemented the strategy-“innovatively integration the
international and domestic advanced resources, realize localization”,through its
fine production, operation, advertisement, service and the technical force
promotion, Buick has build up a successfully brand image in the consumers. In
order to unify the brand management to mold the whole Buick mother brand image,
Shanghai GM used Buick-Regal which is in December 2002 rolled off the line as
brand construction representative, made international brand mark, car name,
model and displacement mark at the rear part of the car instead of symbol
“Shanghai GM”. From a brand to a series of standardization management
Shanghai GM has made successfully introduce the Buick mother brand, and used
its general characteristic to obtain the brand unified impression. Within several
years Buick has extended its brand to four sub-brands such as Regal, Sail, Excelle
and GL8. Each sub- brand used its bright product individuality and become the
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powerful weapon to occupy the market, and obtain the remarkable market share.
In the international market Toyota has a lot of kinds of cars including medium-and
luxury class and economy class passenger vehicles. The Toyota brand has
already gradually transformed from a concept of Japanese car to a global car, and
along with the expansion of its sales network and the market Toyota also started
to pay great attention on realizing localization in the overseas. In the Chinese
market, from the Sports Utility Vehicle (SUV) to the series passenger vehicles-
Vios and Corolla, Toyota introduces gradually and enriches them in the Chinese
market. Although at present in the market Toyota series have no upper vehicle
types, it fills the insufficiency through the series of Corolla, Crown, and Camry.
Toyota Motor Corporation has a good image in the global consumers with its
economical performance and the stable quality. Toyota constantly improves its
production, controlling strictly the production quality at the same time introducing
the flexible production pattern and then producing continuously new products. In
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designing, Toyota introduces the real-time design way to shorten the speed of
complete vehicle development to 15 months. Although Toyota enters Chinese
market only with a short time, relies on its abundant strength and the good brand
image setting up quickly two joint ventures with FAW and GAW. Toyota's goals is
a 10 percent market share in China by 2010, compared to 1 percent in 2003, and
try to control at least 10 per cent of the total auto market and 20 per cent of the
passenger car market, which is currently dominated by European and American
manufacturers.
Audi vehicle has a higher overall degree of satisfaction in upscale vehicle markets,
among them Audi A6 is prominent in Audi series, A6 slightly has the superiority in
many targets appraisal. Because most buyers of Audi have bought cars with other
brands,the main purchase motive is to promote the car grade, commercial image
and individual image all together. Along with the unceasing emerging and
promotion of new vehicle types in the market, Audi is also unceasingly promoting
the perfect technology, sales service and the quality. Meanwhile they have
recognized the need to seek out new market segments and to differentiate their
products and services to better meet customer needs.
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Using Value Chain Analysis to Make a Choice of International Marketing Strategy
Audi A6 has the obvious superiority in the technology such as power, the steering
system, warm controls system, inner decoration as well as the surface of
carrosserie, from the degree of satisfaction, the level of after-sale service average
of the upscale passenger vehicle is lower than the sale, the quality and the
performance. In the past the upscale vehicle users much emphasized on the
motor and the braking system but now they pay more attention on the
development of the inner decoration and the outlook of the body of cars. The
company has recognized this relevant element and made more effort on this.
Along with unceasingly emerging and improving of new vehicle models, Audi is
also constantly improving its sales services and the performance of quality. The
upscale vehicle after-sale competition includes a much more broad scope, such as
from processes to the service suit to regularly reminding of the maintenance,
Because of multitudinous competition of services enterprise, the entire vehicle
dealer must provide the systematic and standard service to guarantee the stability
of after-sale service market. Relying on the quality and reliability of German goods,
the company has a key source of competitive advantage comparing with the
Chinese traditional market. Equipped with advanced technologies, the new
company is expected to produce 180,000 gearboxes annually, rising to 300,000 by
the year 2005 (“Xinhua”, 2003).
standard, for example, providing special consultant service, and making the price
transparent. Another one is “Used car replacement, the service brand of
identification, and sales service”, this introduced brand has made Buick provide
standardized and the convenience service in the after-sales service, the idea of
customer orientation service obviously distinguished between other automobiles
services. Meanwhile, the customers gain the experience to know the brand in the
dealing with the dealers, from a personal experience to one kind of reliable
memory; finally customers will form the glorious expectation.
As a product brand Buick supports mutually with the Shanghai GM to realize the
most optimization between the resources investment and the effect of marketing.
The sales system of Shanghai GM makes the customer as the center, meanwhile
through providing the marketing network for the customers ordering service
reduces the factory and dealer's stock pressure, in addition through the using of
the integrated marketing of Buick, Shanghai GM carrier on a series activities, such
as effective marketing channel management, training, product promotion as well
as enterprise image configuring. After-sale service is so important to GM that 80
percent of Shanghai GM's more than 250 Buick dealerships are small stores
mainly devoted to quick service, though they also sell cars. General Motors' early
investment in dealer training is paying off. Sales at Shanghai GM rose 35 percent
in the first 10 months of 2004, to 210,033 units. The overall market grew only 1
percent compared with the first 10 months of 2003, according to Automotive
Resources Asia, a Shanghai-based consulting firm. (http://www.shanghaigm.com)
Shanghai GM has pioneered a one-tier distribution system and a unified pricing
strategy nationwide to guarantee value for its customers. In the aspect of customer
management system Shanghai GM established the very well equipped after-sale
service and information feedback system, and is evaluated in 2002 one of the top-
ten CRM implementation enterprises, in this market, friendly dealerships and after-
sales service are a new competitive advantage. In addition, Shanghai GM also
made the promotion through the car culture. With its customer focus philosophy,
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Shanghai GM has led the Chinese automotive industry in the introduction of new
products.
In the market public relations aspect, GM makes effectively media report for some
activities for example, a contract signing with the government. Its media controlling
force and the fast reaction has successfully created the Buick positive image, on
the media, there is few negative report about Buick. In the social activity aspect,
Shanghai GM creates similarly a kind of symbol of spirit; it supports actively social
welfare activity such as the nationwide sports and the education activity of some
famous colleges. Furthermore, Shanghai GM in 2000 signed an agreement with
Beijing 2008 Olympic Games Bid Committee and became the unique automobile
sponsor. GM's mission in China is to leverage the company's extensive global
resources to provide transportation products and services that deliver the best
combination of technology and customer care innovation.
The German Volkswagen AG has successfully introduced the vehicle types with
mature technology like Santana and Jetta. In its two decades development, VW
has established the abundant product brand and the enterprise brand. In addition,
VW proceeded to establish its own after sales service system to offer the
customers full-scale and on-time service and made a closer relationship between
its brand and the local consumers, transiting further to social brand.
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The General Motors's strategy is firstly to form the good enterprise brand image in
the consumers, along with enterprise's development promoted gradually the Buick
mother brand and the sub- brand products. Through the comprehensive public
relations activity Shanghai GM participated to the construction of the localized
brand. The GM’s superiority lies in that it has the widespread product series and
the potential to introduce the product, at the same time the company also pays
more attention to change the consumers’ impression that the US originally
produced vehicles consume a lot of oil.
As a later entering and fully reinforced company, the Toyota Motor Corporation’s
marketing strategy is to launch the comprehensive market offensive with its low
class cars through the joint ventures with the northern and southern two big
automobiles groups, Toyota reduces its distance with the Chinese society by early
entering the Chinese automobile spare part enterprises. Furthermore, as the first
and the best Japanese enterprise which has successfully launched the American
market, Toyota becomes the strategic representative which merges its unique
enterprise culture into the local society.
Through the analysis of value chain and the value chain extended views it
provides more possibilities and more proposes for the companies those which
have marketed internationally and which are going to enter into the international
market. Each company has its own status, it may have advantage in upstream or
in downstream of the value chain. The companies are able to better understand
their advantage or disadvantage by analyzing the value chain. Meanwhile, under
the help of the extended value chain views make it also possible that the
companies can carry on their marketing strategies accordingly. Whereas now in
this rapidly changing economic world, no companies are independent, no
marketing strategy is unique, and there is no absolute advantage in upstream or
downstream of the value chain, they are relative. From the extended views about
value chain and from many literatures we have seen this change that the
international marketing strategies are becoming more collaborative. A company
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7. Conclusion
From the above discussion we can see that value chain analysis can be used as a
strategy-making tool in a lot of different ways. Most normally, companies can use it
to understand the competitive status and marketing changes. Through the value
chain analysis companies are able to identify the various kinds of markets and
consumers, the core competence within the value chain, as well as fully use of
resources. The way of value chain analysis also can be used to develop strategies
both widely and partially so as to gain more competitive advantage. According to
INDUSTRY WEEK's Value-Chain Survey, with research conducted in association
with Ernst & Young, an indication of the need for strategy can be found among
respondents who participate in excellent or very good chains: 68% say they have a
value-chain strategy, and 64% say the strategy is highly effective. Just 14% of
respondents in poor chains have a strategy, and none reported it as highly
effective. The use of value chain analysis implements the strategic management of
a company. It is a framework to be able to offer a lot of benefits to the
management of companies, through the analysis, the manager can understand in
which link the company has competitive advantage and disadvantage.
Global competition is now a fact of economic life for the industrialized nations as
well as for most of the developing economies, and the company’s value chain is
also changing, it becomes merged with those of other value chain members and
tries to create and provide special value to the customer. In "From Value Chain to
Value Constellation: Designing Interactive Strategy" (July-August 1993), Richard
Normann and Rafael Ramirez point out that successful companies increasingly do
not just add value, they reinvent it. The key strategic task is to reconfigure roles
and relationships among a constellation of actors--suppliers, business partners,
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and customers--in order to mobilize the creation of value in new forms and by new
players. And their basic strategic aim is to “create an ever-improving fit between
competencies and customers”. An example, in the marketing strategy, P & G
China introduced a fully new value chain in which the media and the agent
company act the important role. The media is more active than before. It uses the
CCTV as the medium representative to build the brand, to make the innovation
and finally to realize the brand improving. All the marketing that P & G has
performed is to catch the information that the consumers need, all the
communications the company has made in many channels is to transfer to
consumers. (http://www.quanso.net/zx/200502/1549z28376.aspx)
The choice of the marketing strategy has always involved an inter-firm way, but
now the firms need to use not only an inter-firm approach but also and an external
firm perspective including the end consumer, the suppliers, the distributors, the
retailers and even competitors, all these people may have an impact in this large
market. Thus by means of value chain analysis and the extended value chain
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meet the challenge the fast changing economic environment.
68
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76
EHRENWÖRTLICHE ERKLÄRUNG
1. dass ich meine Masterarbeit selbständig und ohne fremde Hilfe angefertigt
habe
2. dass ich die Übernahme wörtlicher Zitate aus der Literatur sowie diie
Vervendung der gedanken anderer Autoren an den entsprechenden Stellen
innerhalb der Arbeit gekennzeichnet habe.
Ich bin mir bewusst, daß eine falsche Erklärung rechtigliche Folofen haben wird.