Samsung has two prominent characteristics: First, the leading products, to Hermes Wallets become “the world.” For example, it developed the world’s first commercial CDMA, also developed the world’s first CDMA2000 handset. In February 2004 and brought the two technologies combined CDMA and GSM, developed the “world phone” products. In addition, in 1999, it developed the world’s first video phone, the world’s first MP3 mobile phone, as well as the world’s first camera phone. The leading product, because of their novelty, practicality, even if just to market expensive, but also greatly attracted many young people’s eyes and fashion and their wallets, as Samsung has brought considerable profits. The second characteristic is the marketing. Samsung in particular is sponsored sport in 1997, joined the fourth Olympic TOP program, greatly enhancing the Samsung brand. Now, both the World Championships, the Athens Olympic Games, golf tournament, or in some countries major sporting events, you can find Samsung brand presence. In addition, the media associated with the introduction of digital products, but also its surprise move the brilliant idea. For example, in 2003 Warner Brothers and the United States, in cooperation “hackers King” movie became a hit, timely introduction of mobile phone hackers, extended to 52 countries and markets, good economic returns.
Models in marketing, Dell’s success is most worthy of Road is the most worth learning.
(1) from the commercial market began to occupy the Chinese market
In 2001, Lenovo in China’s computer market share of 30.8%, the same year, Dell’s share was only 4.6%; from the data, the contest in the domestic market, domestic boss is far ahead of international hegemony.
Chinese personal computer market this year the total growth rate of 23%, then Lenovo’s growth rate of 28.2%, while Dell’s with an annual growth rate is as high as 64.6%, which is the rapid growth rate for all domestic manufacturers, including giant of deeply deep feeling the pressure.
Another data shows that in 2002 the Chinese market, Dell’s direct sales ratio is 72% ~ 75%, the remaining 25% of the product Hermes Wallets and system integration, cooperation and other issues Ze down into the channel. In front of about 75% of sales among the commercial market, Dell accounted for more than 70% of total sales, 25% sold to small and medium enterprises, domestic market accounts for only about 5%. The data can be found, as the world’s first Dell computer sales in China, a major share of the market dominated by commercial aircraft, direct marketing industry primarily to the large customer. In the personal computer market share that is home to only a small part of its overall share.
(2) changes in direct marketing must adapt to the environment
Dell’s worldwide PC sales up 14 million units, to help it achieve such a high volume is the main contributor to direct sales. Either by direct approach, Dell reduce inventory and increase profits in both achieved great success; the same time, direct sales model will also enable manufacturers and users to narrow the gap between the; manufacturers easier access to user information. When faced with the ever-changing market, Dell grab the opportunities.
July 2001, started for the Chinese market, Dell launched its first fixed-configuration models for the “fast horse” computer, which then launched a variety of fixed-configuration of the “fast horse” computer. The face of China, are special computers, Dell all the time on the original sales model to adjust. But direct marketing has been successful for Dell plays an important role, it became a direct model Dell computer will not change policy.
Dell customer service when on such a general rule to follow: always insist on direct models of governance to provide customers with products and services, and only in exceptional circumstances, such as some corporate customers need systems integrators provide special value-added service or application software, Dell will collaborate with these integrators, to ensure customers get the best satisfaction. But in the face of China this particular market, this situation is a bit hard to handle. China’s direct sales model in some industries users fairly acceptable, but the domestic market, relatively speaking, because all individuals purchase computers at this time, most consumers are not able to directly see the benefits are less reliable, while As Chinese consumers can not by credit card to spend, there is the phenomenon of the means of payment are hindered, leading to most consumers in China can not accept this form of direct marketing. Department had to face this reality in the same time, in order to maintain the high growth of Dell Computer and adapt to the Chinese consumer PC market sales model, to large-scale production of fixed-configuration “fast horse” computer was born to be shipped.
Thus, Dell direct sales model in upholding the great standards, the market has taken a little strategy to deal with China; both Dell and the customer generally upheld the intermediate links between the system does not exist, the market for the complex out of the custom based, recipe-order production.
(3) from the sale of products to mining customers
Customer orientation is now a very fashionable term business management, but a truly comprehensive customer-oriented is the essence of Dell. Traditional business model, in whatever form, companies can not always get rid of the main ideas of self-restraint, regardless of the means by which companies are selling their own products, and in Dell’s model, is really worth learning mindset conversion – the sales process into a user information collection and feedback process.
“Cloning” and competition – Dell direct sales model based on the spare parts supply and assembly operation of the system is to skip channels, directly to end-users to form a simplified channel consumption, low inventory, low-cost model. Its core competence lies in the organization through direct sales operation to achieve low-cost purpose. Distribution, service and sales model with the old conflicts are on the Dell model is difficult to imitate the reasons for success.
(4) the customer information into business opportunities
The process takes the burden of marketing logistics, capital flow and information flow of three important functions, in all their marketing activities, these three tasks are coordinated in their operation of the system, and in the sales process, they showed the unity of Therefore, the traditional mode, the channel needs to shoulder responsibility for these three important work. In fact, this itself has led to capacity constraints on the enterprise business. Sales process is essentially a process to meet consumer demand, the demand for access to user information is the key to sales. Previous channel because of the need bear the functions of logistics and cash flow, will virtually shut out many clear channels of information, enterprises are losing a lot of market opportunities. Can reduce the channel storage, amount of funds used and a series of affordable, customer demand information as possible into a business opportunity then?
(5) customization to meet the market demand
Dell’s secret of success as another element, is to provide flexible customized production. We must ensure that meet consumer demand and reduce the financial pressure of logistics channels, flexible customization is the foundation of its business. Dell to offer consumers a variety of configurations of product choice, and another company, Tsinghua same side through three series of more than ten kinds of product specifications and provide more choices for consumers means. Both Dell and Tsinghua Tongfang all this way to maximize the opportunity to provide the user selects, on the other hand is the sound through their supply chain management to avoid small-volume orders may result in costs of production losses. Not flexible customized production, will not be able to support different channel order, there are no meet the different needs of consumers.
While Dell’s success with its products, services and so superior to others, but the advanced management concepts and business model is its ultimate victory.
Samsung successfully accompanied rapid economic development played a fast tempo and powerful melodies to “Five Steps” walk in front of Hermes Wallets other businesses, and creating world famous brand tires Triangle Group with our “long and arduous journey” , it also brought us the rapid experience.