The segmentation worked for 60 years, the problem is, the market then changed, their Dow Corning only used the single segmentation, of which the disadvantage is that they potentially overlooked buying behavior in another industry. IMD’s faculty and research teams publish articles, case studies, books and reports on a wide range of topics. Sign up for our newsletter. Conduct competitor analysis regularly and attack weak competitors before they become big players. The E-mail message field is required. Xiameter first mover advantage was starting to erode according to some pessimists, we need review current marketing plan, and chart a future for the business. Our Company Welcome to the world of case studies that can bring you high grades!

All products consist of three levels, the most basic core product, which is the problem solving benefit the consumer seeking. Dow Corning achieved double digit growth in its initial years. Certain data and financial information have been disguised. Seven causes of initiative overload and a step-by-step process to guide leaders how to solve it. Linked Data More info about Linked Data.

Xiameter: The Past and Future of a Disruptive Innovation Harvard Case Solution & Analysis

This was value-based pricing. Leniency must be instituted on the order penalty system. Dow Corning segmentation was based on 6 industries which sold xiamefer their customers within the industry segment from healthcare to automobiles, from household products to electronics.

Create lists, bibliographies and reviews: Xiameter first mover advantage was starting to erode according to some pessimists, we need review current marketing plan, and chart a future for the business.

Xiameter : the past and future of a “disruptive innovation” (Book, ) []

Xiameter provide superior value by leading the industry in pricing and convenience. Xaimeter will continuously have to do a self-audit to determine its vulnerabilities and reinforces the weak areas.


xiameter case study imd

The marketing environment comprises the microenvironment as well as the macro environment. Xaimeter second level is called actual product which is the quality, branding, features etc. More intelligence needs to go into the web-enabled offering, by offering blanket just-in-time contracts, which can enable customer to get deliveries whenever they require it, without the hassle of renegotiations on price and quantities, this can be achieved by interrogating sfudy the historic buying behavior of the customer.

xiameter case study imd

To find articles related to executive education, please visit one of the following xiameteg searches:. Case study Beekeeper from pivoting startup to disrupting scaleup. Through application of the above theory about product levels to products sold by Xiameter, the above figure has been created to demonstrate what Xaimeter consumers are actually buying into, in terms of product levels.

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Some features of WorldCat will not be available. During the initial years Dow Corning was very profitable and they enjoyed double digit growth on unique products. Write a review Rate this item: Please choose whether or not you want other users to be able to see on your profile that this library is a favorite of yours. Would you like to get a custom case study?

Xiameter by Emily Mannix on Prezi

Don’t have an account? In after another dismal year and Dow corning not living up to its capabilities and layoffs proved inadequate, a fresh start was required. By going after segments instead of the whole market, companies have a better chance to deliver value to the consumer and receive xjameter rewards. With Dow Corning already the major player, xiaeter associate with the same level of quality, innovation and development.


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I therefor suggest that the pricing strategy should be based on cost-based pricing and not market based pricing. Dual brand offers some advantages. In this way the company can identify any advantages or disadvantages it has.

xiameter case study imd

Dow Corning had to thus try different segmentation variables, alone and in combination to find the best way to view the market structure. Dow Corning has been pioneers in the development of silicones for commercial uses for the last 80 years, founded as a joint venture stjdy Dow Chemical Company and Corning Glass.

How about receiving a customized one? Search for publications, programs, event, people and much more According to the Financial Times, IMD ranks first in executive education and in open programs worldwide. This evidently, resulted in higher product sales and a stronger positioning, and a greater market share within each market segment.

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Corning have been selling product at premium price for their innovative value add of their products. There are several things the market leader can do to protect its position. Allow this favorite library to be seen by others Keep this favorite library private. Xaimeter initial product range was products from the from Dow Corning The current pricing model iimd based on a high-priced innovative product and service package.