[국제마케팅_영문리포트] KONE 케이스 스터디 분석 리포트

목차

1 EXECUTIVE SUMMARY 3

2 SITUATIONAL ANALYSIS 3
2.1 Competitiors 3
2.2 German Elevator Market 4

3 FEATURES AND BENEFITS FROM MONOSPACE 4

4 MAIN PURCHASING DECISION MAKERS 5

5 MARKETING STRATEGY RECOMMENDATIONS 6
5.1 Positioning 6
5.2 Price recommendations 7
5.3 Effective marketing & Sales Programs 8

6 CONCLUSION 9

7 APPENDICES 10

8 REFERENCE 12

본문내용

Executive Summary
KONE was established in 1910 in Finland, focusing on the repair and sale of rebuilt electrical motors. After expanding into various activities, and then divesting of all non-elevator businesses, KONE had become the world’s third largest elevator company by 1995, after main competitors Schindler and Otis. The company is organized into two divisions, New Equipment and Services, whereby the services division accounted for the majority of revenues. With the vast majority of sales outside of Finland, the company also operated two headquarters, one in Brussels and the other in Helsinki.
KONE is already rather well established in Germany with KONE Aufzug, an operation that was central to KONE’s overall success due to the size of the German market and the fact that the EU accounted for 53% of total sales in 1995. Almost half of KONE Aufzugs sales in 1995 were residential, executed by KONE’s comparatively smaller sales force (to main competitors).

참고 자료

Wikipedia.org . Opportunity cost [online] Available at: http://en.wikipedia.org/wiki/Opportunity_cost [Accessed: 22 Nov 2013].
Kotler P. & Keller K. 2011. “Marketing Management” 14th Edition
Wikipedia.org . Diffusion of innovations [online] Available at: http://en.wikipedia.org/wiki/Diffusion_of_innovations#Opinion_Leaders [Accessed: 23 Nov 2013]