Vitek VTC-3516 Spécifications télécharger pdf (Page 64)

Design and Applied Technology (Secondary 4-6)

that it takes on its investments on marketing, research and design.

One of the key success factors for a design leader is brand building. It may be the most

difficult part for an enterprise to achieve, but it is also the cream of a business. A good brand

guarantees product sales, such as Sony, Donald Duck and Nokia. It is however never easy to

build and maintain a brand: the initial effort to win the market and the long-term, continuous

effort to keep the market with product quality and customer satisfaction.

A quick-follower manufacturer modifies hot products and pushes the modified products to the

market at the soonest time. Time-to-market is an important service that manufacturers

provide to distributors. Quick follower requires no brand building but continuous

improvement of quality and customer satisfaction. This strategy asks for lesser investment in

research, design and marketing. The trade-off is thinner profit margins. In late 1990’s,

Tamagotchi swept the market. Many quick followers pushed out their designs and flooded to

the market.

Quick Follower – Tamagotchi

A me-too manufacturer competes by launching similar or alternative hot products. Me-too

activities include differentiation of the manufacturer’s brand name from its competitors, as

well as improvement of quality and customer satisfaction. The investment requirement in

marketing for a me-too manufacturer is lower than a design leader. The me-too manufacturer

however cannot build an innovative image since a me-too is follower in nature. Unlike quick

followers, a me-too still has to do its own marketing, research, design and promotion in order

to outperform similar products in the market. Similar to quicker followers, a me-too has to

maintain continuous improvement and customer satisfaction for survival in a competitive

market.

Educational products and stuffed toys are examples of me-too products. They are two best

sellers in the world’s toy market.

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Vitek VTC-3516 Spécifications Page 64