JUDY ANN D. ALEJANDRE
BSA-III CHAPTER 1- Activity 1
Short history of the Coca-Cola Company
In 1886 an Ameican !"amaci#t name$ J%"n Pem&et%n' (a# )%%*in+ ,% a ic* ce ,% "ea$ac"e# an$ tie$ne##. He mi/e$ a c%!)e %, in+e$ient#' a$$e$ ca&%nate$ (ate an$ t%%* t"e mi/t mi/tee t% Jac%&# Jac%� P"ama P"amacy cy in At)an At)anta' ta' e%+i e%+ia. a. Pe%!)e Pe%!)e eacte eacte$ $ ent"# ent"#ia# ia#ti tica) ca))y )y #% t"e !"amacy $eci$e$ t% #e)) t"e mi/te ,% 2 cent# a +)a## an$ name$ it 3C%ca-C%)a0. T"e !"amacy #%)$ 4 +)a##e# in t"at ,i#t yea. yea. Pem&et%n #%)$ t"e C%ca-C%)a C%m!any in 1888 t% a &#ine##man ("% #tate$ t% !%m%te t"e $in* &y +ivin+ !"amaci#t# c)%c*#' ca)en$a# an$ %t"e !%$ct# (it" t"e C%ca-C%)a &an$ %n it #% vi#it%# +%t ,ami)ia (it" t"e $in* an$ t"e c%m!any. In 1842 t"e $in* (a# !t int% &%tt)e# #% c#t%me# c%)$ en5%y C%ca-C%)a evey("ee. Beca#e %, many imitati%n#' C%ca-C%)a (a# !t int% #!ecia) &%tt)e# in 1416' t"e #ame &%tt)e# &% tt)e# (e #ti)) #e n%(a$ay#. C%ca-C%)a (a# ,i#t e/!%te$ t% C&a' Pet% Ric%' ance an$ %t"e c%ntie# a%n$ 1417. T"e C%ca-C%)a C%m!any #tate$ &i+ !%m%ti%na) cam!ai+n# in t"e 1490#: t"e ;)ym!ic ame# in Am#te$am in 148' &)),i+"tin+ +ame# in S!ain an$ #% %n. T"e 3#i/-!ac*0 (a# int%$ce$ in t"e 14<9=# ,% 3at-"%me-c%n#m!ti%n0 #% C%ca-C%)a &ecame a !at %, t"e evey $ay )i,e. It (a# in t"e Sec%n$ >%)$ >a t"at many E%!ean# "a$ t"ei ,i#t e/!eience (it" t"e $in*. T"e c%m!any "a$ #ent many #% ca))e$ 3tec"nica) %,,ice#0 (it" t"e amy t% E%!e t% !%m%te C%ca-C%)a. It (a# a &i+ #cce##. C%ca-C%)a emany int%$ce$ a ne( $in* in t"e Sec%n$ >%)$ >%)$ >a >a &eca#e %, t"e )ac* %, C%ca-C%)a in+e$ient#: anta. T"e C%ca-C%)a C%m!any #tate$ !%m%tin+ t"e $in* a# a !at %, a ,n an$ cae,ee )i,e#ty)e ?t"e Ameican )i,e#ty)e@ in t"e 14290#. Ne( $in*#' #c" a# S!ite an$ e#ca (ee int%$ce$ in t"e 14690#' ,%))%(e$ ,%))%(e$ &y Diet C%*e in 148' C"ey C%*e in 1482' an$ C%ca-C%)a Lem%n in 991. T"e C%ca-C%)a C%m!any #e))# it# nea)y 99 &evea+e &an$# in %ve 99 c%ntie#. >e))-*n%(n &an$# ae C%ca-C%)a' anta' Aai#' S!ite' B%nAa' Cie)' P%(ea$e' inte ai$ an$ Ne#tea. Strengths
1. . <. . 2. 6. 7.
T"e &e#t +)%&a) &an$ in in t"e (%)$ (%)$ in tem# tem# %, %, va)e ?77'8<4 ?77'8<4 &i))i &i))i%n@ %n@ >%)$0 >%)$0## )a+e#t )a+e#t ma*et #"ae in &evea+e &evea+e St%n+ St%n+ ma*et ma*etin+ in+ an$ a$veti a$veti#in #in+ + %#tt e/ten#i %# e/ten#ive ve &evea+ &evea+ee $i#ti $i#ti&ti &ti%n %n c"anne) c"anne) C#t C#t%m %me e )%ya )%ya)t )ty y Ba+ai Ba+ainin nin+ + !%(e !%(e %ve %ve #!!) #!!)ie ie## C%!% C%!%ate ate #%cia) #%cia) e#!%n# e#!%n#i&i i&i)it )ity y
Weaknesses
1. . <. . 2.
Si+ni, Si+ni,ica icant nt ,%c# ,%c# %n %n ca&%na ca&%nate$ te$ $in $in*# *# Un$ive Un$ive#i, #i,ie$ ie$ !%$ct !%$ct !%t, !%t,%)i %)i% % Hi+" Hi+" $e&t $e&t )eve) )eve) $e t% aci aci#it #iti%n i%n## Ne+a Ne+ati tive ve !& !&)i )ici city ty Ban$ ,ai) ,ai)e# e# % many many &an$# &an$# (it" (it" in#i+ni,i in#i+ni,icant cant am%nt am%nt %, evene# evene#
Strategies Being Employed
;ne %, t"ei +%a)# i# t% ma/imie +%(t" an$ !%,ita&i)ity t% ceate va)e ,% t"ei #"ae"%)$e#. T"ei e,,%t# t% ac"ieve t"i# +%a) ae &a#e$ %n: ?1@ tan#,%min+ t"ei c%mmecia) m%$e)# t% ,%c# %n t"ei c#t%me#0 va)e !%tentia) an$ #in+ a va)e-&a#e$ #e+mentati%n a!!%ac" t% ca!te t"e in$#ty0# va)e !%tentia) ?@ im!)ementin+ m)ti-#e+mentati%n #tate+ie# in t"ei ma5% ma*et# t% ta+et $i#tinct ma*et c)#te# $ivi$e$ &y c%n#m!ti%n %cca#i%n' c%m!etitive inten#ity an$ #%ci%ec%n%mic )eve)# ?<@ im!)ementin+ (e))-!)anne$ !%$ct' !ac*a+in+ an$ !icin+ #tate+ie# t"%+" t"%+" $i,,eent $i,,eent $i#ti&ti%n $i#ti&ti%n c"anne)# c"anne)# ?@ $ivin+ $ivin+ !%$ct !%$ct inn%vati%n inn%vati%n a)%n+ t"ei $i,,eent $i,,eent !%$ct cate+%ie# ?2@ $eve)%!in+ ne( &#ine##e# an$ $i#ti&ti%n c"anne)# an$ ?6@ ac"ievin+ t"e ,)) ,)) %!eati %!eatin+ n+ !%tent !%tentia) ia) %, t"ei t"ei c%mme c%mmecia cia)) m%$ m%$e)# e)# an$ !%ce# !%ce##e# #e# t% $ive $ive %!eati %!eati%na) %na) e,,iciencie# t"%+"%t t"ei c%m!any. Primary Reasons for Being a Global Brand
C%ca C%)a0# #cce## %ve t"e yea# (a# it# main m%tive ,% it t% e/!an$ ac%## t"e +)%&e. An%t"e ea#%n ,% C%ca C%)a t% +% +)%&a) i# it# +%(in+ nm&e %, +%a)# an$ !%,it# ac%## t"e yea#. Be#i$e#' t"ee ae many %t"e ea#%n# ,% a &an$ t% +% +)%&a) )i*e mana+eia) +e' tec"n%)%+y c%m!etence' ,%ei+n ma*et %!!%tnitie#' an$ ec%n%mie# %, #ca)e an$ ta/ &ene,it#. N%t ,%+ettin+ t% menti%n t"at t"e "i+" c%n#me c%n#m!ti%n %, t"e !%$ct "a# a +eat im!act %n ("at C%ca C%)a i# t%$ay. In #"%t' !e%!)e (ant m%e %, C%ca C%)a "ence' t"ey !%$ce m%e an$ m%e C%ca C%)a. t"em%e' ,% a &an$ t% +% +)%&a) it m#t &e ce$i&)e an$ t#t(%t"y. A$$i A$$iti ti%na %na)) ))y y' it #"% #"%)$ )$ "ave "ave +%%$ +%%$ &an &an$ $ ima+ ima+e' e' !e# !e#%na %na)i )ity ty a##% a##%ci ciat ati% i%n# n# an$ an$ i$ent i$entit ity y. Nevet"e)e## t"ee ae many i#*# a &an$ mi+"t ,ace t% &ec%me +)%&a). S%me %, t"e#e i#*# ae t"e c%m!etitive !e##e an$ i#* %, %ve!%$cti%n. Be#i$e#' C%ca C%)a i# n%t %n)y i$enti,ie$ a# a +)%&a) &an$' &t a)#% a )%ca) &an$. C%ca C%)a #eve# )%ca) ma*et# a%n$ t"e (%)$. A)t"%+" it "a# %ne t"eme' it a$%!t# it#e), t% eac" ma*et. T% #m !' t%$ay C%ca C%)a "a$ #ccee$e$ t% &e %ne %, t"e m%#t va)a&)e &an$# ac%## t"e +)%&e' an$ an*e$ nm&e 1 in 919 Be#t )%&a) Ban$#. C%ca C%)a "a# %n)y F c"an+e in it# &an$ va)e. ina))y' C%ca C%)a i# a &an$ t"at t"in*# +)%&a) an$ act# )%ca)G
Short history of IBM
In 1411 IB (a# ,i#t inc%!%ate$ in Ne( Y%* a# t"e C%m!tin+-Ta&)atin+-Rec%$in+ C%m!any. T"e c%m!any0# "i#t%y' "%(eve' can &e tace$ &ac* t% 1849' ("en t"e Unite$ State# (a# eceivin+ (ave# %, immi+ant#. T"e c%nte#t (a# (%n &y eman immi+ant an$ Cen## Bea #tati#tician' Heman H%))eit". H%))eit" ,%me$ t"e Pnc" Ca$ Ta&)atin+ ac"ine C%. in 1846. In 1411 H%))eit"0# c%m!any me+e$ (it" C%m!tin+ Sca)e C%. %, Ameica an$ Intenati%na) Time Rec%$in+ C%. t% ,%m C%m!tin+-Ta&)atin+-Rec%$in+ C%.T"e c%m!any man,acte$ an$ #%)$ !%$ct# an+in+ ,%m c%mmecia) #ca)e# an$ in$#tia) time ec%$e t% meat an$ c"ee#e #)ice#' ta&)at%# an$ !nc" ca$#. In t"e &e+innin+ t"e c%m!any %!eate$ in Ne( Y%* City %n)y. >it"in a #"%t !ei%$ %, time' "%(eve' it ic*)y e/!an$e$ it# %,,ice an$ !)ant# t% %t"e !at# %, Ne( Y%* State' >a#"in+t%n' DC' ;"i%' ic"i+an an$ T%%nt%' Cana$a. In 141 T"%ma# J. >at#%n 5%ine$ t"e c%m!any an$ &ecame t"e !e#i$ent %, t"e c%m!any (it"in e)even m%nt"#. Un$e "i# )ea$e#"i! t"e c%m!any c%ntine$ t% e/!an$ it# !%$ct# an$ #evice#. At t"at time t"e c%m!any ,%c#e$ %n !%$cin+ )a+e #ca)e# c#t%m &i)t ta&)atin+ #%)ti%n# ,% &#ine##e#. >it"in ten yea# >at#%n "a$ e/!an$e$ t"e c%m!any0# &#ine## %!eati%n# t% E%!e' S%t" Ameica' A#ia an$ A#ta)ia an$ in 14 t"e c%m!any (a# ename$ Intenati%na) B#ine## ac"ine# C%!%ati%n ?IB@ t% e,)ect t"e ,im0# (%)$(i$e e/!an#i%n. IB e,e# t% t"e $eca$e# &et(een 14<4 an$ 146< a# t"e 3Ea %, Inn%vati%n0. Din+ t"i# !ei%$ t"e c%m!any0# !%$ct )ine e/!an$e$ #i+ni,icant)y. In 1841 IB int%$ce$ !e#%na) c%m!te# ?PC#@ ,% #ma)) &#ine##e#' #c"%%)# an$ "%me#. % ,i#t time' IB c%))a&%ate$ (it" Inte) an$ ic%#%,t t% !%$ce PC#. In 1482 IB int%$ce$ )%ca) aea net(%*# ?LAN@' ("ic" !emitte$ PC #e# t% e/c"an+e in,%mati%n an$ #"ae !inte# an$ ,i)e# (it"in a &i)$in+ % c%m!)e/. IB e#ta&)i#"e$ a ,%n$ati%n ,% net(%* c%m!tin+ an$ nme%# a!!)icati%n# %, PC#. In 144< L%i# . e#tne' J' a ,%me e/ective at Ameican E/!e##' Na&i#c% an$ cin#ey C%.' 5%ine$ IB a# CE;. e#tne em!"a#ie$ t"e nee$ t% !%vi$e inte+ate$ #%)ti%n# ,% t"e c%m!any0# c#t%me#. He a)#% $eci$e$ t% *ee! c%m!any' t%+et"e in#tea$ %, #!)ittin+ it int% #e!aate in$e!en$ent c%m!anie#. Strengths
1. . <. . 2.
i#t m%ve in c)%$ c%m!tin+ #%)ti%n# ,% ente!i#e# Ban$ e!tati%n Dive#i,ie$ &#ine## St%n+ c%m!etency in aci#iti%n# Inte+ati%n %, !%$ct# an$ #evice#
Weaknesses
1. E/!en#ive #evice an$ #%,t(ae #%)ti%n# . %c# main)y %n )a+e ente!i#e# Strategies Being Employed
>e)) - $evi#e$ an$ e,,icient ma*etin+ #tate+ie# "ave &een t"e *ey t% IB= +)%&a) #cce##. T"e c%m!any #t%n+)y &e)ieve# t"at $evi#in+ e,,ective ma*etin+ #tate+ie# eie# ma*in+ a!!%!iate $eci#i%n# t"at can (e)) en"ance a)) *in$# %, c%m!etitive a$vanta+e# an$ can ceate a)) *in$# %, ne( #%ce# %, va)e ,% t"e !!%#e %, im!%vin+ t"e %+ani#ati%na) evene +%(t". Acc%$in+ t% L Niai' Lea$e %, State+y an$ C"an+e at IB' K("en t"e )ea$e# %, an %+ani#ati%n t"in* a&%t t"ei &#ine## a# c%m!%nent#' it &ec%me# c)ea ("ic" %ne# t"ey nee$ t% %(n - an$ ("ic" t"ey $% n%tK. T"i# c)ea)y in$icate# t"e +eat em!"a#i# t"at IB !)ace# %n t"e !e,%mance an$ $eci#i%n ma*in+ ca!a&i)itie# %, )ea$e# in $evi#in+ e,,ective ma*etin+ #tate+ie#. In a$$iti%n' t"e ,im a)#% c%n#i$e# n$e#tan$in+ t"e eiement# an$ nee$# %, c#t%me# a# ccia) ,% $eve)%!in+ e,,ective ma*etin+ #tate+ie#. Un$e#tan$in+ t"e inn%vative $eman$# %, c#t%me# )ie# at t"e c%e %, $eve)%!in+ e,,ective ma*etin+ #tate+ie#. Bein+ a ma*et )ea$e' an im!%tant ma*etin+ #tate+y ("ic" IB #e# a+ain#t it# c%m!etit%# i# t"e $e,en#ive ma*etin+ (a,ae #tate+y. T"e $e,en#ive ma*etin+ #tate+y inv%)ve# t"e ,im em!)%yin+ tactic# t% maintain it# ma*et #"ae. Bein+ t"e c%a+e%# ma*et )ea$e t"at IB i#' t"e ,im a$%!t# t"e &e#t $e,en#ive ma*etin+ #tate+y ("ic" i# K#e), attac*K. IB= #tate+y i# Kc"ea!e an$ &ette t"an IBK. An%t"e *ey ma*etin+ #tate+y em!)%ye$ &y IB ,% ##tainin+ it# ma*et )ea$e#"i! i# !%$ct $i,,eentiati%n #tate+ie#. P%$ct $i,,eentiati%n can &e ac"ieve$ #in+ a vaiety %, ,act%# #c" a# $i#tinctive !%$ct#' e)ia&i)ity' $a&i)ity' !%$ct $e#i+n etc ?t an$ B%%ne' 996@. IB #e# a !%$ct $i,,eentiati%n #tate+y &a#e$ %n a)ity %, !e,%mance. IB a)#% ea)ie# t"e im!%tance %, maintainin+ +%%$ e)ati%n#"i!# (it" it# c#t%me# an$ in )ine t"e ,im )ay# +eat em!"a#i# %n t#t - &a#e$ ma*etin+ #tate+ie#. T#t &a#e$ ma*etin+ #tate+ie# #te## %n t"e nee$ ,% %+aniati%n# t% +ain et"ica) "%)$ %ve c%n#me $ea)in+# an$ a)#% &e "%ne#t an$ %!en a&%t it# !%$ct# an$ t"e #evice#. % IB' a$%!ti%n %, t"i# #tate+y "a# &een vey e,,ective in $eve)%!in+ it# &an$ i$entity an$ ima+e. In a)) %, it# ma*etin+ activitie#' t"e ,im #tive# at &i)$in+ c#t%me t#t an$ )%ya)ty. Primary Reasons for Being a Global Brand
>it" yea-%ve-yea $ec)ine# in &%t" evene an$ %!eatin+ !eta/ inc%me' IB i# #"i,tin+ ,%m it# ,ive-yea-%)$ Smate P)anet #tate+y an$ m%vin+ ,%(a$ (it" a #t%n+e ,%c# %n &i+ $ataana)ytic#' c)%$ c%m!tin+' an$ #y#tem# %, en+a+ement. H%(eve' (it" many %, it# c%m!etit%# ,%c#e$ %n t"e #ame aea#' IB (i)) "ave t% $etemine "%( t% )evea+e it# &an$ t% $i,,eentiate ,% t"e ,te. T"e &eaty %, Smate P)anet (a# t"at it n%t %n)y $e,ine$ an$ e)ci$ate$ IB=# #tate+ic %a$ ma!' &t a)#% !%vi$e$ a !e,ect !)at,%m ,% inn%vati%n' c)te' e/!eience' an$ c%mmnicati%n#-t"e e##ence %, a +eat &an$ !%#iti%nin+. A !atne#"i! (it" A!!)e (a# ann%nce$ in mi$-J)y 91 an$ (i)) &in+ t%+et"e IB=# ana)ytic# an$ ente!i#e-#ca)e c%m!tin+ (it" t"e e)e+ant #e e/!eience %, A!!)e !%$ct# t% $e)ive a ne( )eve) %, va)e ?an$' !%tentia))y' an e/citin+ ne( a!!%ac" t% tec"n%)%+y@ ,%
&#ine##e#. T"e a))iance (i)) &in+ &#ine##e# t"e $evice#' #evice#' #ecity' an$ inte+ati%n t"ey nee$ t% e/!)%it t"e ,)) !%tentia) %, m%&i)e. >"i)e A!!)e (i)) &ene,it ,%m incea#e$ !enetati%n int% c%!%ati%n#' ,% IB=# !at' +ainin+ acce## t% !%!)a $evice# (i)) +ive it t"e )evea+e it nee$# t% c%m!ete (it" iva) c%m!anie# %,,ein+ #imi)a #evice#. I, t"e !atne#"i! &)%##%m#' t"e in!t %, &i))i%n# %, $ata !%int# ,%m i;S $evice# c%)$ +eat)y enic" IB=# ana)ytic#. C%ntinin+ t% $ive inn%vati%n' IB inve#te$ USD <.1 &i))i%n in 19 aci#iti%n#' USD <.8 &i))i%n in net ca!ita) e/!en$ite#' an$ USD 6. &i))i%n in RD. At t"i# )eve) %, c%mmitment' it=# n% #!i#e t"at t"e c%m!any eane$ t"e m%#t U.S. !atent# ,% t"e 1#t #tai+"t yea. In )i+"t %, t"e +%(in+ im!%tance %, &i+ $ata' an$ t"e c%min+ a+e %, ati,icia) inte))i+ence' it=# a (i#e RD %&5ective. >it" t"i# c)ea eye t% t"e ,te' t"e c%m!any a)#% nvei)e$ TeN%t" in 91' a &ain-in#!ie$ Kne%#yna!ticK c%m!te c"i! t"at can &e #e$ in c%n5ncti%n (it" %t"e c%+nitive c%m!tin+ tec"n%)%+ie# t% ceate #y#tem# t"at )ean' ea#%n' an$ "e)! "man# ma*e &ette $eci#i%n#. iven it# !%tentia) t% ,n$amenta))y c"an+e c%m!tin+ an$ tan#,%m #cience' +%venment' &#ine##' an$ #%ciety' t"i# tec"n%)%+y may &e t"e &a#i# %, an%t"e tnin+ !%int ,% %ne %, t"e (%)$=# m%#t in+eni%# an$ at"entic &an$#. Short history of Microsoft
ic%#%,t i# a m)tinati%na) c%m!te tec"n%)%+y c%!%ati%n. T"e "i#t%y %, ic%#%,t &e+an %n A!i) ' 1472' ("en it (a# ,%n$e$ &y Bi)) ate# an$ Pa) A))enin A)&ee. It# cent &e#t#e))in+ !%$ct# ae t"e ic%#%,t >in$%(#%!eatin+ #y#tem' ic%#%,t ;,,ice #ite %, !%$ctivity #%,t(ae' M&%/ a )ine %, entetainment %, +ame#' m#ic an$ vi$e% an$ Bin+' a )ine %, #eac" en+ine. ic%#%,t i# a !%tmantea %, (%$# mic%c%m!te an$ #%,t(ae. In 1489' ic%#%,t ,%me$ a !atne#"i! (it" IB t"at a))%(e$ t"em t% &n$)e ic%#%,t=# %!eatin+ #y#tem (it" IB c%m!te#' !ayin+ ic%#%,t a %ya)ty ,% evey #a)e. In 1482' IB ee#te$ t"at ic%#%,t (ite a ne( %!eatin+ #y#tem ,% t"ei c%m!te# ca))e$ ;S ic%#%,t (%te t"e %!eatin+ #y#tem' &t a)#% c%ntine$ t% #e)) t"ei %(n a)tenative' ("ic" !%ve$ t% &e in $iect c%m!etiti%n (it" ;S. ic%#%,t >in$%(# eventa))y %ve#"a$%(e$ ;S in tem# %, #a)e#. >"en ic%#%,t )anc"e$ #evea) ve#i%n# %, ic%#%,t >in$%(# in t"e 1449#' t"ey "a$ ca!te$ %ve 49F ma*et #"ae %, t"e (%)$=# !e#%na) c%m!te#. A# %, Jne <9' 91' ic%#%,t "a# a +)%&a) anna) evene %, 86.8< Bi))i%n USD an$ 18'976 em!)%yee# (%)$(i$e. It $eve)%!#' man,acte#' )icen#e#' an$ #!!%t# a (i$e an+e %, #%,t(ae !%$ct# ,% c%m!tin+ $evice#.
Strengths
1. . <. . 2. 6.
Ban$ )%ya)ty Ban$ e!tati%n Ea#y t% #e #%,t(ae St%n+ $i#ti&ti%n c"anne)# R%&#t ,inancia) !e,%mance Aci#iti%n %, S*y!e
Weaknesses
1. . <. . 2.
P%% aci#iti%n# an$ inve#tment# De!en$ence %n "a$(ae man,acte# Citici#m %ve #ecity ,)a(# ate PC ma*et# S)%( t% inn%vate
Strategies Being Employed
Acce##i&i)ity' a# !at %, %vea)) #a&i)ity' i# a ,n$amenta) c%n#i$eati%n ,% ic%#%,t $in+ !%$ct $e#i+n' $eve)%!ment' eva)ati%n' an$ e)ea#e. ic%#%,t en$eav%# t% inte+ate acce##i&i)ity int% !)annin+' $e#i+n' e#eac"' $eve)%!ment' te#tin+' an$ $%cmentati%n. ic%#%,t a$$e##e# acce##i&i)ity &y: •
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C%ntinin+ % )%n+#tan$in+ c%mmitment an$ )ea$e#"i! in $eve)%!in+ inn%vative acce##i&i)ity #%)ti%n#. a*in+ t"e c%m!te ea#ie t% #ee' "ea' an$ #e &y &i)$in+ acce##i&i)ity int% ic%#%,t !%$ct# an$ #evice#. P%m%tin+ inn%vati%n %, acce##i&i)ity in t"e $eve)%!ment c%mmnity an$ (%*in+ (it" in$#ty %+aniati%n# t% enc%a+e inn%vati%n an$' Bi)$in+ c%))a&%ative e)ati%n#"i!# (it" a (i$e an+e %, %+aniati%n# t% ai#e a(aene## %, t"e im!%tance %, acce##i&i)ity in meetin+ t"e tec"n%)%+y nee$# %, !e%!)e (it" $i#a&i)itie#.
Primary Reasons for Being a Global Brand
T"e (%)$-$%minati%n t"in+ "a# "e)!e$. It=# "a$ t% #ay ("et"e ic%#%,t=# #t%n+ &an$ ec%+niti%n !)aye$ a %)e in it# &ec%min+ t"e +)%&a) tec"n%)%+y +iant' % ("et"e it# !%#iti%n a# t"e na(ay )ea$e in t"e #%,t(ae in$#ty #%)i$i,ie$ it# &an$=# #!%t a# m%#t !%(e,) in t"e (%)$. In any ca#e' ic%#%,t=# $e#*t%! &iity "a# &een citica) t% it# &an$=# #cce##' e/!et# #ay. In A!i)' i))(a$ B%(n ;!tim% an*e$ ic%#%,t N%. 1 in it# BRAND T%! 199 an*in+ %, t"e (%)$=# m%#t !%(e,) &an$#.
KT"e )timate !%(e %, ic%#%,t i# it# )ea$in+ !%#iti%n'K #ay# Jac* T%t' !e#i$ent %, T%t Patne# Lt$.' a ,im &a#e$ in ;)$ een(ic"' C%nn.' t"at #!ecia)ie# in #tate+ic !%#iti%nin+. K>"en y% "ave t"e )ea$in+ &an$' it +ive# y% an en%m%# e$+e %n y% c%m!etit%#. Lea$e#"i! i# !%&a&)y t"e m%#t !%(e,) $i,,eentiat% in t"e ma*et!)ace.K T"e ic%#%,t &an$ "a# a)#% #+e$ in va)e a# t"e tec"n%)%+y in$#ty a# a ("%)e "a# +aine$ m%e ec%+niti%n %ve t"e )a#t t(%-an$-a-"a), $eca$e# t"an*# t% t"e i#e %, t"e !e#%na) c%m!te an$ t"e Intenet. KC%m!te# "ave &ec%me "%#e"%)$ !%$ct#'K Ha/t"a#en #ay#. KI, y% "ave a c%m!te in y% "%#e' m%#t )i*e)y it "a# ic%#%,t O#%,t(ae. T"ee=# a #ca)e e,,ect t"ee t"at "a!!en#.K Short history of General Electric
T"e enea) E)ectic C%m!any' c%mm%n)y a&&eviate$ #im!)y t% E' i# a ma5% tec"n%)%+y c%n+)%meate &a#e$ in t"e Unite$ State#. It (a# ,%n$e$ in en)% Pa*' Ne( Je#ey' in 1878' &y T"%ma# E$i#%n' t"e invent% %, t"e )i+"t &)&. It "a# +%ne %n t% &ec%me %ne %, t"e m%#t !%(e,) an$ $ynamic c%!%ati%n# in t"e (%)$' an$ a# %, 998 (a# t"e tent"-)a+e#t c%m!any %n Eat" in tem# %, ma*et ca!ita)iati%n. It i# vie(e$ &y many a# &ein+ t"e #in+)e m%#t #cce##,) c%n+)%meate' an$ (a# a c%n+)%meate )%n+ &e,%e t"e !actice &ecame c%mm%n!)ace in t"e 1469#. In 1849' E$i#%n #tate$ a c%m!any t% &in+ t%+et"e "i# vai%# &#ine##e# a)) n$e %ne %%,' an$ ca))e$ it t"e E$i#%n enea) E)ectic C%m!any. T(% yea# )ate E$i#%n me+e$ (it" "i# !imay c%m!etit%' t"e T"%ma#-H%#t%n C%m!any' an$ t"ey ca))e$ t"e ne( c%m!any t"e enea) E)ectic C%m!any. ;ve t"e yea#' E c%ntine$ t% +%( an$ !%$ce $i,,eent !%$ct# ,% a (i$e an+e %, a!!)icati%n#. any %, E$i#%n0# ea)y inventi%n# ,%me$ t"e &ac*&%ne %, vai%# )ine# t"%+" t"e 14t" centy' t"e 9t" centy' an$ $%(n t% t"e !e#ent $ay. E)ectic )i+"tin+' !%(e tan#mi##i%n' me$ica) ei!ment' an$ tan#!%tati%n (ee a)) aea# in ("ic" E$i#%n "e)$ !atent# an$ "a$ ,%me$ #ma)) c%m!anie#' an$ ae a)) aea# in ("ic" t"i# c%n+)%meate t%$ay "a# )a+e "%)$in+#. Strengths
1. . <. . 2.
)%&a) ec%+niti%n )%&a) #ten+t" an$ c%m!etitivene## E/ce))ent ana+ement Dive#i,ie$ )ine# %, %!eati%n Envi%nmenta) initiative#
Weaknesses
1. Un$e-!e,%min+ ene+y #ect%
. T"eat t% ,)e/i&i)ity Strategies Being Employed
T"e c%m!any &a#ica))y em!)%y# t(% #tate+ie# in it# intenati%na) ma*etin+ e,,%t#. T"e ,i#t %ne inv%)ve# inve#tin+ an$ ta!!in+ t"e intena) ma*et (it"in t"e eac" %, t"e c%m!any. T"e +%a) in t"i# #tate+y i# t% c%nvet em!)%yee# t% a$a!t an$ c)tivate a c)te %, e)ati%n#"i! ma*etin+. T"e ne/t #tate+y a$%!te$ &y E e+a$# t"e e/tena) envi%nment %, t"e %+aniati%n. In t"e e/tena) ma*et' #evea) a#!ect# ae c%n#i$ee$ t% &e ccia) &y E. T"e mic% an$ mac% envi%nment ,% t"e c%m!any0# &#ine## ae a)#% !t int% c%n#i$eati%n. T"e mic%envi%nment i# t"e c%m&inati%n c%n#i#tin+ %, c#t%me#' #!!)ie# an$ %t"e #ta*e"%)$e# in t"e c%m!any. An%t"e #tate+y im!)emente$ &y E i# e)ati%n#"i! ma*etin+ am%n+ it# ma5% c%n#me#. A# !at %, it# intena) envi%nment' E ma*e# e,,%t# t% en#e t"at it# #!!)ie# a$%!t !actice# t"at c%m!)y (it" it# envi%nmenta) an$ #a,ety #tan$a$#. T"e c%m!any "a# a !%+am ,% "e)!in+ t"ei #!!)ie# in ne( ma*et# t% en"ance t"ei envi%nment' "ea)t" an$ #a,ety #tan$a$#. An%t"e ccia) #tate+y a$%!te$ &y E i# $ive#i,icati%n. Recent)y' t"e c%m!any $ive#i,ie$ t% %,,ein+ ,inancia) #evice#. T"i# attem!t (a# initia))y #tate$ a# a ce$it ,inancin+ #team ("ee c#t%me# (%)$ %&tain ,inancin+ ,% t"e !%$ct# t"ey (ante$ i, t"ey $i$n0t "ave en%+" m%ney. Primary Reasons for Being a Global Brand
T"e $ive#tite %, Sync"%ny (a# t"e ,i#t in$icat% %, E ta*in+ #te!# t% #ece ,%c# ,% t"e &#ine##. t"e ein,%cin+ it# in$#tia)# !)ay' E ann%nce$ t"e aci#iti%n %, enc" c%m!any A)#t%m=# +a# an$ #team t&ine &#ine##e# ,% USD 16.4 &i))i%n. In ea)y Se!tem&e 91' it (a# ann%nce$ t"at E)ect%)/ (%)$ &y E=# a!!)iance &#ine## ,% USD <.< &i))i%n-an%t"e in$icati%n t"at E i# tan#iti%nin+ a(ay ,%m c%n#me &#ine##e# an$ ,%c#in+ m%e intent)y %n in$#tia)#. De#!ite t"i# #i+ni,icant #"i,t' E=# c#t%me e)ati%n#"i!# emain c)%#e an$ !e#%na). It# &an$-ea$i)y ec%+nie$ &y c%n#me# an$ a #i+ni,ie %, (%)$-c)a## inn%vati%n in in$#ty an$ tec" cic)e#-i# #%met"in+ E c%ntine# t% )evea+e t% it# a$vanta+e. E n%( "a# an %!!%tnity t% "ane## it# &an$ t% $e)ive incementa) va)e t% it# ec%#y#tem %, #ta*e"%)$e#. A)ea$y #eiin+ t"at %!!%tnity' E i# #cce##,))y +eneatin+ +)%&a) &an$ a(aene## an$ #ten+t"enin+ it# e)evance in $i,,eent !%$ct ma*et# t"%+" it# aa+e# initiative. T"e aa+e# +)%&a) %a$ #"%(' ceate$ in c%))a&%ati%n (it" e/!eientia) $e#i+n #t$i% S& R%#a an$ tec" !atne# )i*e Qi*y' #"%(ca#e# inn%vati%n# in man,actin+ an$ %,,e# c)a##e#' event#' an$ (%*#"%!#. aa+e# i# a c)ea in$icati%n t% t"e ma*et an$ inve#t%# t"at E i# n%t 5#t ima+inin+ ("at=# ne/t' &t i# acta))y $%in+ it.
Short history of okia
T"e c%m!any0# time)ine %i+ina))y &e+in# in 1862 &t t"in+# ea))y &e+an %))in+ #i/ yea# )ate in 1871. T"i# (a# ("en minin+ en+inee an$ c%-,%n$e %, N%*ia' e$i* I$e#tam %!ene$ "i# #ec%n$ !a!e mi)). %m "ee' t"e c%m!any !%$ce$ tye#' &%%t# etc. A,te $%in+ t"i# ,% %ve a centy' it (a# in 1487 t"at N%*ia came ! (it" t"e %&ia Cityman' a !"%ne t"at (ei+"e$ a ("%!!in+ 899 +am# an$ c%#t '629 e%#. In 144' a,te #e))in+ %,, it# n%n-m%&i)e "%)$in+#' t"e c%m!any )anc"e$ t"e %&ia Cityman 999' &ette *n%(n a# t"e N%*ia 1911. T"i# (a# ,%))%(e$ &y t"e even &ette *n%(n N%*ia 1199' &ac* in 99<. T"i# (a# a ma##ive #cce## an$ &ecame t"e m%#t !%!)a e)ect%nic# $evice at t"e time. %m "ee' t"e c%m!any c%ntine$ at t"e "e)$ %, t"e m%&i)e !"%ne# &#ine##' &e,%e &ein+ t%!!)e$ %ve &y Sam#n+ in 91. T"e i#e in !%!)aity %, #mat!"%ne# "a# )e,t N%*ia (it" %n)y 12 !e cent %, t"e ma*et #"ae' &t t"e c%m!any #eem# t% &e ,i+"tin+ &ac* (it" it# Lmia #eie#. Strengths
1. T"e &i++e#t #ten+t" %, t"e c%m!any i# t"ei &an$ name. any c%n#me# %,ten %!t ,% N%*ia m%e t"an any %t"e &an$ &eca#e %, t"e e)ia&i)ity' $a&i)ity' an$ ceativity t"ei !"%ne# !%vi$e. . %#t %, N%*ia0# "i+")y a)i,ie$ !e#%nne) "ave teame$ ! (it" ic%#%,t0# e/!et# a# a !at %, t"e aci#iti%n $ea). <. T"e !"%ne# !%vi$e$ &y N%*ia "ave a mc" "i+"e e-#a)e va)e c%m!ae$ t% %t"e m%&i)e !"%ne &an$#. . any %, N%*ia0# !%$ct# ae ea#y t% #e an$ ae #a))y c%!)e$ (it" a vaiety %, "an$y acce##%ie#. !" P%$ct# %,,ee$ &y t"e c%m!any ae avai)a&)e in a)) !ice an+e#. Weaknesses
1. T"e c%m!any' t"%+"' i# %,ten citicie$ ,% !%% a,te #a)e# #evice#. . T%%* a )%n+ time t% ente t"e "i+")y !%$ctive an$ &%%min+ #mat!"%ne ma*et. A# a e#)t t"e c%m!any )%#t a )%t %, it# %nce "+e ma*et #"ae. <. S%me %, N%*ia0# !%$ct# ae n%t a,,%$a&)e ,% mi$$)e an$ )%(e c)a## c%n#me#' ("ic" %,ten a,,ect# t"ei #eac"e# ne+ative)y. . T"e inni#" m%&i)e c%m!any "a# ma$e c%m!aative)y )%(e !%,it# $e t% $%! in #a)e# t"at e#)t ,%m t%+" c%m!etiti%n. Acc%$in+ t% #tati#tic#' t"e c%m!any0# !%,it# "ave ,a))en &y 7F in t"e #ec%n$ ate %, 91. !" T"ee ae #)m!# in t"e c%m!any0# $eve)%!ment (it" it# >in$%(# Lmia an+e %, #mat!"%ne# &eca#e %, c%n#tant c%m!etiti%n ,%m iva)# An$%i$ an$ i;S.
Strategies Being Employed
N%*ia=# &#ine## #tate+y ?#tatement ta*en ,%m (((.n%*ia.c%m@ K; &#ine## %&5ective i# t% #ten+t"en % !%#iti%n a# a )ea$in+ c%mmnicati%n# #y#tem# an$ !%$ct# !%vi$e. ; #tate+ic intent' a# t"e t#te$ &an$' i# t% ceate !e#%na)ie$ c%mmnicati%n tec"n%)%+y t"at ena&)e# !e%!)e t% #"a!e t"ei %(n m%&i)e (%)$. N%*ia ae cent)y ceatin+ inn%vative tec"n%)%+y t% a))%( !e%!)e t% acce## Intenet a!!)icati%n#' $evice# an$ #evice# in#tant)y' ie#!ective %, time % !)ace N%*ia nee$ t% ca!ita)ie %n it# )ea$e#"i! %)e &y c%ntinin+ t% ta+et an$ ente #e+ment# %, t"e c%mmnicati%n# ma*et t"at (e &e)ieve (i)) e/!eience a!i$ +%(t" % +%( ,a#te t"an t"e in$#ty a# a ("%)e. Primary Reasons for Being a Global Brand
T"e N%*ia &an$ i# at a c%##%a$#. T"e c%m!any "a# &een +%in+ t"%+" a ma5% einventi%n t% ,%c# %n it# net(%*in+ ?NSN@' ma!!in+ ?HERE@' an$ N%*ia Tec"n%)%+ie# $ivi#i%n#. Ne( CE; Ra5eev Si=# vi#i%n inc%!%ate# c%nnectivity ca!a&)e %, "an$)in+ e/!%nentia) incea#e# in ta,,ic' #eam)e## )%cati%n #evice# an$ tec"n%)%+ica) inn%vati%n. Din+ a time %, tm%i)' t"e &an$=# ma*et #"ae "a# e/!an$e$ in $eve)%!in+ c%ntie# an$ it "a# etaine$ it# !%#iti%n a# t"e (%)$=# #ec%n$ &i++e#t man,acte %, m%&i)e !"%ne#-t"%+" t"i# i# c"an+in+. N%*ia=# $ea) (it" ic%#%,t t% #e)) it# n$e!e,%min+ Device# an$ Sevice# $ivi#i%n ?c%m!i#in+ it# #mat!"%ne an$ %t"e "an$#et &#ine##e#' $e#i+n team' an$ m%#t man,actin+@ "a# )e$ t% a ma5% ca#" in5ecti%n int% t"e c%m!any. A# a e#)t' it# ,inancia) !%#iti%n i# im!%vin+. N%*ia "a# etaine$ %(ne#"i! %, it# !atent#-n% $%&t' a va)a&)e #%ce %, ,te +%(t". A)t"%+" t"e#e ,act%# "ave a !%#itive im!act %n t"e c%m!any' it i# nc)ea "%( t"ey (i)) )timate)y in,)ence N%*ia=# &an$ #ten+t" an$ ev%)ti%n. >it" $ee! a##%ciati%n# a# a m%&i)e !"%ne man,acte t"at c%nnect# !e%!)e' &ec%min+ $i#c%nnecte$ ,%m m%&i)e $evice# c%)$ ne+ative)y a,,ect N%*ia=# c)aity an$ e)evance t% c%n#me#. T"e ,te $e!en$# %n "%( ic%#%,t e/eci#e# it# i+"t# t% #e t"e &an$ an$ "%( nim&)e N%*ia can &e in #"i,tin+ t% $e)ive it# ne( vi#i%n. A# E/ective ice Pe#i$ent Bay enc" !%int# %t' N%*ia &e+an a# a !a!e mi)) 129 yea# a+%' #% t"e &an$ "a# a "i#t%y %, #cce##,))y einventin+ it#e),. Short history of Mc#onald$s
In 142' at t"e a+e %, 2' Ray %c inve#te$ "i# )i,e #avin+# t% &ec%me t"e e/c)#ive $i#ti&t% %, a mi)* #"a*e ma*e ca))e$ t"e )timi/e. He $i#c%vee$ t"e cD%na)$=# "am&+e #tan$ in Ca)i,%nia' %(ne$ &y Dic* ac cD%na)$' (a# nnin+ ei+"t )timi/e# at a time' #% "e !ac*e$ ! an$ "ea$e$ (e#t t% inve#ti+ate. Ray %c %!ene$ t"e De# P)aine#' I))in%i# e#taant in 1422' an$ (it" t"e ,i#t %)$en Ac"e#' )anc"e$ a )e+en$ay &an$. He #a( t"e va)e %, a e#taant #y#tem t"at c%)$ &e ,am%# ,% %,,ein+ c%n#i#tent)y !e!ae$' a)ity ,%%$ t"at ta#te$ t"e #ame in evey )%cati%n' evey time. In 1428' cD%na)$0# #%)$ it# 199 mi))i%nt" &+e.
By 1462' (it" 799 e#taant#' cD%na)$0# (ent !&)ic (it" t"e c%m!any0# ,i#t %,,ein+ %n t"e #t%c* e/c"an+e. Ray %c $i$n0t $% it a)%ne. He &e)ieve$' In &#ine## ,% y%#e),' &t n%t &y y%#e),. T% ac"ieve "i# vi#i%n' "e c"%#e a nie !at" t% !e#a$e ,anc"i#ee# an$ #!!)ie# t% 5%in "im in (%*in+ ,% t"em#e)ve#' t%+et"e (it" cD%na)$=#. A# a e#)t' in 1467' t"e ,i#t cD%na)$0# e#taant %t#i$e t"e U.S. %!ene$ it# $%%# in Ric"m%n$' Biti#" C%)m&ia. Strengths
1. T"%+" #t$ent #c"%)a#"i! !%+am#' c D%na)$=# "a# &i)t it# ima+e eiva)ent in #tate t% it# +)%&a) !e#ence. . T"e c)ean)ine## %, t"e e#taant c"ain' ("ic" ,act (a# +iven im!%tance &y Ray %c ,%m t"e vey ,i#t $ay it#e),. <. It "a# !)ace# it# %t)et# at !&)ic !)ace# )i*e ai!%t#' !%!)a ma))#' +a# #tati%n#' !et%) !m!#. . cD%na)$=# "a# #"%(n #"ee a$a!ta&i)ity ("en it c%me# t% ,)e/in+ it#e), ,% t"e #a*e %, a e+i%na) ma*et. ;ne ,ine e/am!)e i# it n# it# %!eati%n# in In$ia (it"%t inc)$in+ &ee, in it# men. ?Jame# L. >at#%n' 996@ 2. It "a# %ne %, t"e m%#t ,am%# ta$ema*# ("ic" +)%&a) !e%!)e "ave acce!te$ a# #&#tantiate %, t#t. 6. It=# +)%&a) !e#ence' &eca#e t"i# ,act ma*e# ! ,% $e,icit in evene# ,% any !atic)a e+i%n. 7. %e t"an 89F %, it# e#taant# (%)$(i$e ae n &y ,anc"i#ee#' ("ic" $%n=t a))%( a)) e+i%na) ec%n%mic !# $%(n# t% a,,ect evene#. ?#"ae"%)$e $ata@ 8. Sece$ %n)ine $e)ivey %!ti%n# in $eve)%!e$ c%ntie#' ("ic" en"ance# !&)ic $ata #ecity a# (e)) a# t#t ?%n)ine %$ein+@. 4. T"%+" vai%# envi%nmenta) initiative# +)%&a))y' c D%na)$=# "a# en"ance$ it# ##taina&i)ity. 19. Inve#tment &aie# in ance )i,te$ a,te +)%&a) ec%n%mic #)%($%(n ?time ne(#@. Weaknesses
1. C%m!any=# #"ae $i#ti&ti%n )a( i# &%n$ t% I))in%i# #tate )%ca) )a( ("ic" may n%t &e c%m!ati&)e (it" )a(# in %t"e +)%&a) c%ntie#. ?c%!%ate )e &%n$ay@ . Lac* %, inn%vati%n in men in t"e ecent !a#t. <. It# men i# !e$%minant)y c"i)$en ?c"i)$en %ientati%n@. Strategies Being Employed
eate#t &#ine## #tate+y %, c D%na)$=# t"at "a# a$$e$ t% it# #ten+t" i# t"e !%$ct va)e. C#t%me# *n%( t"at ("at (i)) c%me t"ei (ay %nce t"ey ente a c D%na)$=# %t)et. T"e em!"a#i# %n "man e#%ce i# +iven &y c D%na)$=# t"at mean# ta*in+ cae %, &%t" em!)%yee# an$ c#t%me#.
Ne/t #tate+y (a# t"e ne( !%$ct# t"at ae in )ine (it" t"e ne( +eneati%n an$ ne( ta#te. T"e $ive#ity %, t"e ,im t% &in+ ! ne( !%$ct i$ea# i# a)#% #ten+t". Ten$# (it" t"e c#t%me# c"an+e# an$ t"ey $%n=t #tic* t% t"e &an$ ti)) t"ey "ave any ne( inn%vati%n t% #ett)e t"em (it". c D%na)$=# "a# +iven #%me ne( !%$ct# t% t"e c#t%me# an$ *ee!# c%min+ ! (it" inn%vative ta#te# )i*e c P,,' C"ic*en Sa)#a >a!' Ice Ceam#' etc. Pe%!)e can ,in$ c D%na)$=# ea#i)y ("en t"ey +% %t. T"e %vee/!%#e (%*e$ ,% c D%na)$=# a# t"ey !e%!)e +et ta#te ea#i)y an$ it=# "an$y. >it" $ive#ity in )%cati%n# an$ #c" a "+e c"ain %, e#taant#' c D%na)$=# "a# ma$e #e t"at t"e #evice an$ a)ity i# maintaine$ ea))y at evey c%ne %, t"e (%)$ ("ee c D%na)$=# e/i#t#. T"e #ecet %, ma*et #tate+y )ie# in t"e a$ience ,im ta+et#. c D%na)$=# main)y ta+ete$ *i$#. >it" t"ei "a!!y mea)# an$ ,n t%y#' t"ey attacte$ *i$#. H%(eve' n%( t"ey ta+et n%t %n)y *i$#' &t !e%!)e %, evey a+e. T"i# i# c)ea (it" t"e a$veti#ement# t"ey &in+ ! e+)a)y. A)) t"i# "a# &een &eca#e *i$# $%n=t emain #ame t"ey +%( ! an$ &ec%me a$)t# eventa))y. T"#' it i# &ette t% ta+et a)) a+e +%!# an$ *ee! evey%ne "a!!y. T"ee ae vai%# (ea*ne##e# t"at c D%na)$=# "a# #,,ee$ "%(eve' t"ey ae %vec%min+ t"em (it" )ate#t tec"n%)%+ie# an$ !%$ct#. Li*e' intenet i# %ne tec"n%)%+y t"at t"ey "ave a$%!te$ t% ta+et t"e c#t%me# an$ !%vi$e t"em (it" attactive %,,e# an$ vai%# ne( e/citement# (it" c D%na)$=#. Intenet i# n%t %n)y #e$ ,% m%tivati%n an$ im!%ve !e,%mance' &t n%( c D%na)$=# even +ive# ea#e %, %$ein+ t"%+" intenet an$ "avin+ $e)ivey at t"ei $%%#te!. Primary Reasons for Being a Global Brand
It $%e#n=t matte i, y%=e vi#itin+ a cD%na)$=# in Ca)i,%nia % C%nnectict' Ameica % A#ta)ia y%=e +%in+ t% "ave a #imi)a e/!eience ("eeve y% ae. C#t%me# *n%( ("at t% e/!ect an$ can ta*e c%m,%t in t"at *n%()e$+e ("en ma*in+ a $eci#i%n %n ("ee t% eat. T"e#e e,,%t# t%(a$# !%ce## e!etiti%n an$ e,,iciency n%t %n)y #et t"e &a#i# ,% cD%na)$=# #cce## ,%m t"e #tan$!%int %, c#t%me#= e/!ectati%n#' &t a)#% "e)! cD%na)$=# #tay %n t%! in a c)te ("ee !%$cin+ at a ic* !ace i# c%mm%n)y e/!ecte$. Inn%vati%n #temmin+ ,%m e#!%n#ivene## t% c#t%me# an$ ,anc"i#ee# "a# !)aye$ a &i+ %)e in cD%na)$=# ,en$in+ %,, #ta+nati%n %ve t"e yea#. Bt !e"a!# t"e &i++e#t ea#%n cD%na)$0# "a# &een a #cce## ,% #% )%n+ i# it# a&i)ity t% (eat"e #t%m#. T"%+" t"e ta5ect%y ,% cD%na)$=# "a# &een !imai)y !(a$ t"%+"%t it# e/i#tence' t"e c%m!any "a# "a$ t% (eat"e #evea) c"a))en+e# an$ c%nt%ve#ie#. Short history of Google
%%+)e &e+an in 1446 a# a !%5ect &y Lay Pa+e an$ Se+ey Bin. Lay an$ Se+ey (ee &%t" #t$yin+ at Stan,%$ Unive#ity Ca)i,%nia. In t"ei e#eac" !%5ect t"ey came ! (it" a !)an t% ma*e a #eac" en+ine t"at an*e$ (e&#ite# acc%$in+ t% t"e nm&e %, %t"e (e&#ite# t"at )in*e$ t% t"at #ite ?an$ )timate)y came ! (it" t"e %%+)e (e "ave t%$ay@. Be,%e %%+)e' #eac"
en+ine# "a$ an*e$ #ite# #im!)y &y t"e nm&e %, time# t"e #eac" tem #eac"e$ ,% a!!eae$ %n t"e (e&!a+e' an$ t"e $% #et %t t% ma*e a m%e a(ae #eac" en+ine. T"e $%main +%%+)e.c%m (a# e+i#tee$ %n Se!tem&e 1t" 1447 an$ %%+)e C%!%ati%n (a# ,%me$ a yea )ate in Se!tem&e 1448. A)#% in 991 c%-,%n$e Lay Pa+e #t%%$ $%(n a# t"e CE; %, %%+)e an$ ,%me CE; %, N%ve). Eic Sc"mi$t. (a# a!!%inte$ a# t"e ne( CE; %, %%+)e. %%+)e m%ve$ it# %,,ice# t% it# )a+e %%+)e e#tate ?nic*name$ %%+)eP)e/@ in %ntainvie( Ca)i,%nia in 99<' an$ i# #ti)) &a#e$ t"ee t%$ay. In 99' %%+)e )anc"e$ it# %(n ,ee (e&-&a#e$ emai) #evice' *n%(n a# mai). T"i# #evice (a# ma$e t% iva) t"e ,ee %n)ine mai) #evice# #!!)ie$ &y Ya"%% an$ ic%#%,t ?"%tmai)@. T"i# ne( ,ee emai) #evice #"%%* ! t"e vey ,%n$ati%n %, ,ee emai) (it" it# en%m%# 1 B %, emai) #t%a+e ("ic" $(a,e$ it# iva)#0 ten-,%)$. An intee#tin+ ,act in t"e "i#t%y %, %%+)e i# t"at in Se!tem&e 992' %%+)e ma$e a ne( !atne#"i! (it" a vey intee#tin+ c%m!any NASA. T"i# inv%)ve$ &i)$in+ a 1-mi))i%n #ae ,%%t e#eac" an$ $eve)%!ment cente at NASA0# Ame# Re#eac" Cente. T"i# (a# intee#tin+)y ,%))%(e$ a ,e( m%nt"# )ate &y t"e )anc" %, %%+)e a# an$ %%+)e %%n: t(% %%+)e ma!# #ty)e a!!)icati%n# &i)t %n !icte# %, t"e m%%n an$ t"e !)anet a#. >it" t"e many many a!!)icati%n# an$ !%$ct# t"at %%+)e "a# &%+"t %t' an$ t"e c%nt%) it "a# %ve t"e intenet it i# !%##i&)e t"at %%+)e (i)) &ec%me a vey vey in,)entia) !at %, a)) %, % )ive# in yea# t% c%me. Strengths
1. . <. . 2. 6. 7.
;!en #%ce !%$ct# an$ #evice# Qa)ity an$ c#t%me e/!eience ae t"e !imay %&5ect# inancia) #itati%n Acce## t% t"e (i$e#t +%! %, intenet #e# (%)$(i$e St%n+ !atent# !%t,%)i% P%$ct inte+ati%n C)te %, inn%vati%n
Weaknesses
1. Re)ie# %n %ne #%ce %, inc%me . Un!%,ita&)e !%$ct# <. Patent )iti+ati%n# Strategies Being Employed
T"e %%+)e ma*etin+ #tate+y' % manta' ,% t"e !a#t $eca$e "a# &een t% %+anie t"e (%)$0# in,%mati%n ("ic" #ati#,ie# t"e *ey ma*etin+ +%a) %, c#t%me #ati#,acti%n.
T"i# +%a) "a# &een im!)emente$ t"%+" t"e c%m!any0# ,%c# %n #eac"' a$# an$ a!!)icati%n#. T"e#e t"ee !i))a# !%vi$e ,% t"e %t"e *ey e)ement# %, any +%%$ ma*etin+ #tate+ie#. T"e #eac" en+ine i# t"e c%e !)at,%m !%n ("ic" incea#in+)y e)evant e#)t# ae !%vi$e$. Y% I n% $%&t #e t"e en+ine $ay-in $ay-%t. A$veti#ement# ?via %n)ine ma*etin+ t%%)# #c" a# A$Sen#e@ !%vi$e incea#in+ #a)e# an$ t"e ne( #team# %, !%+am# an$ !%$ct c"anne)# !%vi$e eve-incea#in+ (ay# t% ac"ieve a ##taina&)e c%m!etitive a$vanta+e. T"e *ey t% t"e #eac" en+ine #cce## a# $etai)e$ %n many &#ine## mana+ement $e+ee !%+am# "a# &een t"e e)evance %, it# e#)t# ("ic" "a# e#)te$ in a +eat many Intenet &#ine## %!!%tnitie#. T"e %%+)e #eac" ma*etin+ team (ee #mat en%+" t% ea)ie t"at "i+")y e)evant e#)t# (ee *ey t% ma*in+ t"e !%$ct ea#y t% #e an$ ct $%(n %n #eac" time# ,% #e#. T"i# in it#e), e#)te$ in a )eane$ &e"avi% !atten %, #e# t% ea))y %n)y c%n#i$e t"e t%! t"ee e#)t# %n !a+e 1 %, t"e #eac" ?a# t"e#e ae !eceive$ a# &ein+ "i+")y e)evant@. Primary Reasons for Being a Global Brand
Acc%$in+ t% t"e ana)y#i# in t"e in,%+a!"ic' c%n#me# ae e/cite$ a&%t %%+)e ("ic" )anc"e# !%$ct# m%e ,eent)y &y enticin+ c%n#me# an$ &i)$in+ e/citement (it" #eie# %, &eta )anc"e# &e,%e a c%m!)ete$ !%$ct i# ,))y )anc"e$. T"i# i# acta))y a ,%m %, !e!eta) ma*etin+ t"at can &e vey e,,ective. Eac" time %%+)e ma*e# a #ma)) t(ea* t% a !%$ct an$ ann%nce# a ne( ve#i%n' t"ee i# inevita&)e & a&%t it %n)ine. %%+)e !#e# a &%a$ $i,,eentiati%n #tate+y (it" !%$ct# t"at #%n$ c%n#me# (it" %%+)e &an$e$ e/!eience#. A# t"e in,%+a!"ic !%int# %t' %%+)e "a# m%&i)e !%$ct#' (eaa&)e !%$ct#' c)%$-&a#e$ !%$ct#' !%$ctivity t%%)#' an$ even $ive)e## ca#. %%+)e0# c%!%ate c)te ,%c#e# %n a team %, ceative an$ inn%vative !e%!)e (%*in+ t%+et"e t% %+anie t"e (%)$0# $ata an$ )anc" !%$ct# t"at ma*e )i,e ea#ie. Short history of %oyota
T%y%ta #tate$ in 14<< (it" t"e c%m!any &ein+ a $ivi#i%n %, T%y%$a At%matic L%%m >%*# $ev%te$ t% t"e !%$cti%n %, at%m%&i)e# n$e t"e $iecti%n %, t"e ,%n$e=# #%n' iic"i% T%y%$a.O1 iic"i% T%y%$a "a$ tave)e$ t% E%!e an$ t"e Unite$ State# in 144 t% inve#ti+ate at%m%&i)e !%$cti%n an$ "a$ &e+n e#eac"in+ +a#%)ine-!%(ee$ en+ine# in 14<9. T%y%$a At%matic L%%m >%*# (a# enc%a+e$ t% $eve)%! at%m%&i)e !%$cti%n &y t"e Ja!ane#e +%venment' ("ic" nee$e$ $%me#tic ve"ic)e !%$cti%n' $e t% t"e (a (it" C"ina.O In 14<' t"e $ivi#i%n !%$ce$ it# ,i#t Ty!e A En+ine' ("ic" (a# #e$ in t"e ,i#t %$e) A1!a##en+e ca
in ay 14<2 an$ t"e 1 tc* in A+#t 14<2. P%$cti%n %, t"e%$e) AA !a##en+e ca #tate$ in 14<6. Ea)y ve"ic)e# &ea a #ti*in+ e#em&)ance t% t"e D%$+e P%(e >a+%n an$ C"ev%)et' (it" #%me !at# acta))y intec"an+in+ (it" t"ei Ameican %i+ina)#.O A)t"%+" t"e T%y%ta %! i# &e#t *n%(n t%$ay ,% it# ca#' it i# #ti)) in t"e te/ti)e&#ine## an$ #ti)) ma*e# at%matic )%%m#' ("ic" ae n%( c%m!teie$' an$ e)ectic#e(in+ mac"ine# ("ic" ae avai)a&)e' (%)$(i$e. Strengths
1. . <. . 2.
Inn%vative c)te Ban$ e!tati%n va)e$ at <9 &i))i%n In$#ty )ea$e in !%$cti%n an$ #a)e# St%n+ &an$ !%t,%)i% T"e )ea$e in +een ca# $eve)%!ment
Weaknesses
1. La+e eca))# . >ea* !e#ence in t"e eme+in+ ma*et# Strategies Being Employed
T"e T%y%ta (ay %, !%$cti%n (a# $i#c##e$ t"%+"%t t"e (%)$' (it" )%t# %, e#eac" &ein+ n$eta*en. T"e c%m!any=# #cce## i# main)y $e t% t"e im!)ementati%n %, t"e ,%))%(in+: 1. . <. . 2. 6.
T%y%ta P%$cti%n Sy#tem Re-en+ineein+ S!ei% Tec"n%)%+y Qa)ity Hy&i$ e"ic)e# Em!)%yee >e),ae C%#t# Em!)%yee Sati#,acti%n
Primary Reasons for Being a Global Brand
Ta$iti%na))y !eceive$ a# a #%)i$' t#t(%t"y &an$ t"at i# !e"a!# &ette *n%(n ,% it# "i+" a)ity !%$ct# t"an it# !e#%na)ity' T%y%ta=# cam!ai+n# )i*e KLet=# +% !)ace#K an$ K% n Y%#e),K ae c)ea)y $e#i+ne$ t% a$$ a m%e e/citin+ an$ !)ay,) $imen#i%n t% it# c%mmnicati%n#. Ev%)vin+ in an%t"e aea a# (e))' T%y%ta "a# c%me t% ec%+nie t"e !%tentia) %, t"e )a+e)y nta!!e$ ,ema)e )a&% ,%ce in it# c%nty %, %i+in an$ aim# t% incea#e t"e nm&e %, ,ema)e e/ective# in it# an*#.
T%y%ta i# a)#% c%mmitte$ t% c%))a&%ati%n-a #i+n t"at it i# a)ea$y em&acin+ #%me %, t"e ,n$amenta) !inci!)e# t"at (i)) &e eie$ %, )ea$in+ &an$# in t"e ,%t"c%min+ A+e %, Y%. % e/am!)e' T%y%ta "a# c%))a&%ate$ (it" eman )/y cama*e B> %n !%5ect# an+in+ ,%m ,e) ce)) en+ineein+ t% e)ectic $ivetain#. T"e#e c%))a&%ative e,,%t# "ave "e)!e$ T%y%ta +a!!)e (it" incea#in+ tec"n%)%+y c%#t#' ("i)e a)#% en#in+ t"at t"e &an$ emain# an envi%nmenta) #te(a$ (it"in t"e at%m%tive #ect%. By !i%itiin+ c%))a&%ati%n' inve#tin+ in m%&i)ity' an$ !ttin+ ##taina&i)ity an$ inn%vati%n at t"e t%! %, it# a+en$a' T%y%ta i# (e)) !%#iti%ne$ t% t"ive in a c"an+in+ (%)$. Short history of I%E&
Be,%e namin+ Inte) t"e ,i#t name (a# N E)ect%nic# ,% a !ei%$ %, 1 yea' Be,%e Inte) name (a# a)ea$y a ta$ema* %, a "%te) c"ain name$ Inte)c%' S% t"ey $eci$e$ t% &y t"e i+"t# ,% t"e name an$ ,ina))y t"ey #ccee$e$ in it.Inte) name (a# $eive$ ,%m t"e (%$ inte))i+ence' it i# a m)tinati%na) c%!%ati%n c%m!any' T"e E!ic 5%ney %, Inte) "a$ #tate$ %n J)y 18' 1468 at %ntain ie(' Ca)i,%nia' US. T"e c%m!any (a# ,%n$e$ &y < !e%!)e %ne (a# &y %$%n E. %%e ?!"y#ici#t c"emi#t@' R%&et N%yce ?!"y#ici#t@ an$ At" R%c* ?inve#t%@. A# !e t"e Inte) ec%$# t"e t%ta) inve#tment at t"e &e+innin+ (a# .2mi))i%n' &y t"e ne/t c%!)e %, yea# Inte) #"ae "a$ +%ne ! t% 6.8 mi))i%n' Inte)0# #in+)e #"ae (a# <.29. Inte) ,i#t !%$ct (a# in 1464' t"e <191 ?RA@ Sc"%tt*y &i!%)a an$%m acce## mem%y' (it"in a yea it #tate$ t% ta#te t"e #cce##' t"en it !%$ce$ t"e ,i#t ?SRA@ #tatic an$%m acce## mem%y c"i!# an$ ?;S@ meta) %/i$e #emic%n$ct%. Strengths
1. . <. . 2. 6.
"i+" !%,ita&i)ity an$ evene e$ce$ )a&% c%#t# m%netay a##i#tance !%vi$e$ "i+" +%(t" ate e/!eience$ &#ine## nit# #*i))e$ (%*,%ce
Weaknesses
1. . <. . 2. 6.
inve#tment# in e#eac" an$ $eve)%!ment n*n%(n c%m!etitive ma*et ,te c%m!etiti%n te !%,ita&i)ity Ta/ #tcte
Strategies Being Employed
A# !at %, t"ei %vea)) #tate+y t% c%m!ete in eac" e)evant ma*et #e+ment' (e #e t"ei c%e c%m!etencie# in t"e $e#i+n an$ man,acte %, inte+ate$ cicit#' a# (e)) a# t"ei ,inancia) e#%ce#' +)%&a) !e#ence' an$ &an$ ec%+niti%n. >e &e)ieve t"at (e "ave t"e #ca)e' ca!acity' an$ +)%&a) eac" t% e#ta&)i#" ne( tec"n%)%+ie# an$ e#!%n$ t% c#t%me#0 nee$# ic*)y. Primary Reasons for Being a Global Brand
Inte) i# e#!%n$in+ &y m%vin+ int% ne( ma*et# #c" a# c)%$ c%m!tin+' (eaa&)e#' an$ t"e KIntenet %, T"in+#.K Inte) "a# &een #cce##,)' in it# !atne#"i! (it" %%+)e an$ c%m!te ma*e# t% $e)ive C"%me&%%*# t"i# yea. %vin+ ic*)y t% i$eate an$ $eve)%! ne( %,,ein+#' Inte) i# &ec%min+ a m%e !%$ct-$iven &#ine## t"an a &an$-)e$ &#ine##--t"e %!!%tnity i# t% en#e t"at it# !%(e,) &an$ )ean# t% inn%vate an$ $eve)%! at t"e #ame #!ee$ a# it !%$ct %,,ein+. I, it i# a&)e t% ei+nite +%(t" t"%+" inn%vati%n' evita)ie it# i$entity' an$ +eneate a(aene##' Inte) "a# an %!!%tnity t% &i)$ !%n it# "eita+e a# a &an$ t"at tan#,%m# )ive# t"%+" tec"n%)%+ y. Short history of #isney
T"e >a)t Di#ney C%m!any' #a))y e,ee$ t% a# KDi#neyK' (a# ,%n$e$ &y >a)t an$ R%y Di#ney %n ;ct%&e 16' 14<. At t"at time it (a# *n%(n a# Di#ney B%t"e# Cat%%n St$i%' t"e c%m!any (a# )ate einc%!%ate$ int% >a)t Di#ney St$i%. T"e c%m!any "a# e#timate$ a net (%t" %, a&%t <6 &i))i%n $%))a#. In 148 t"e ,i#t ic*ey %#e cat%%n# (ee e)ea#e$ t% t"e !&)ic a$ience. % t"e ne/t ,e( yea# t% c%me Di#ney &e+an !%$cin+ an$ e)ea#in+ many $i,,eent cat%%n c"aacte# #c" a# P)t%' %%,y' an$ D%na)$ Dc*. It (a#n=t nti) 14<7 ("en t"e nima+ina&)e "a!!ene$ an$ Di#ney ,eate$ t"e ,i#t animate$ ,i)m t% eve &e !%$ce$' Sn%( >"ite an$ t"e Seven D(a,#. By n%( >a)t Di#ney P%$cti%n# "a$ a)ea$y &e+an #e))in+ $%))#' &%%*#' ,i+ine# an$ t%%t" &#"e#. In 142 >a)t Di#ney ann%nce$ !)an# ,% a t"eme !a*. In %$e t% !%vi$e ,n$in+ ,% t"e !a* >a)t Di#ney $eci$e$ t% ma*e Di#ney a !&)ic)y ta$e$ c%m!any in 1427. T"e cent tic*e #ym&%) ,% Di#ney i# KDISK. It (a#n=t nti) 1467 t"at acta) c%n#tcti%n &e+an %n t"e t"eme !a*. Di#ney i# n%( %ne %, t"e )a+e#t me$ia c%n+)%meate# in t"e (%)$ (it" %(ne#"i! t% vai%# e#%t#' t"eme !a*#' a$i% #tati%n#' ca&)e te)evi#i%n net(%*#' an$ even t"ei %(n ci#e )ine. T% t"i# $ay T"e >a)t Di#ney C%m!any c%ntine# t% $% e/citin+ ne( ,i)m# an$ te)evi#i%n #eie#. Strengths
1. . <. .
Ca&)e P%(e## S%)i$ T"eme Pa*# B#ine## State+ic Aci#iti%n# E/ce))ent ee Ca#" )%(
Weaknesses
1. Uneven B%/ ;,,ice Recei!t# . S%,t B%a$ca#t Se+ment <. Inteactive L%##e# Strategies Being Employed
De t% t"e "i+"e (a+e# in t"e Unite$ State# ("en c%m!ae$ t% $eve)%!in+ c%ntie#' Di#ney a$%!te$ t"e #tate+y %, %ei+n ;t#%cin+ t% e$ce t"e c%#t %, !%$cti%n. T"e main ,act%ie# ae )%cate$ in A#ian c%ntie#' e#!ecia))y in C"ina' an$ t"en "ave t"ei !%$ct# $i#ti&te$ t% a)) t"e #t%e#. A# #ai$ &e,%e' Di#ney a)#% %!ene$ Di#ney St%e# a%n$ t"e (%)$' a# (e)) a# am#ement !a*# an$ e#%t#. T"i# ty!e %, State+y i# ca))e$ Diect Inve#tment. T"i# e!e#ent# a "i+" c%#t inve#tment ,% t"e c%m!any "%(eve' t"ei c%nt%) %ve "%( t"ei &#ine## %!eate# i# ma/imie$. Primary Reasons for Being a Global Brand
Di#ney=# )%n+-tem #tate+y em!"a#ie# ceativity' inn%vative #e %, tec"n%)%+y' an$ +)%&a) +%(t". T"e #"a!ne## %, it# ,%c# in t"e#e aea# $ive# incea#e$ a)i+nment an$ c%mmitment t"%+"%t t"e 41-yea-%)$ %+aniati%n. Bt !e"a!# t"e ea) *ey t% Di#ney=# &an$ #ten+t" i# it# #e %, tec"n%)%+y an$ $ata t% n$e#tan$ ("at c#t%me# (ant an$ !e#%na)ie t"ei e/!eience#. T"e a$$iti%n %, Jac* D%#ey' C"aiman %, T(itte Inc. an$ CE; %, Sae Inc.' t% t"e >a)t Di#ney C%. &%a$ #i+ni,ie# t"e c%m!any=# c%mmitment t% )evea+in+ ne/t +eneati%n me$ia an$ !)at,%m# t% incea#e e)evance. T% meet c%n#me $eman$ ,% m)ti-!)at,%m acce## t% c%ntent' Di#ney ann%nce$ an e/c)#ive $ea) t% ceate ave) !%+ammin+ ,% Net,)i/ &y 912 an$ acie$ Y%T&e net(%* a*e St$i%#' t"e t%! %n)ine vi$e% net(%* ,% mi))ennia)#. It a)#% $e&te$ t"e +%n$&ea*in+' ,ee Di#ney %vie# Any("ee a!! %n iTne#' ena&)in+ #eam)e## acce## t% in-a!! !c"a#e# an$ !evi%# Di#ney c%ntent &%+"t %n iTne#. In )ate 91<' t"e &an$=# inteactive $ivi#i%n )anc"e$ Di#ney In,inity' a ne( !)at,%m ,% +ame# t"at %!en# ! %!!%tnity t% ceate #t%ie# an$ !)ay e/!eience# #tain+ Di#ney an$ Di#neyPi/a c"aacte#' an$ Di#ney Animate$' A!!)e=# A!! %, t"e Yea 91<. Di#ney i# a)#% em&acin+ ne( tec"n%)%+ie# t"at ae ma*in+ vacati%n e/!eience# m%e !e#%na)' c#t%mia&)e' an$ c%nnecte$ t"an eve. T"%+" ya+icV' !)an# can n%( &e ma$e %n)ine % via m%&i)e an$ ne( RID tic*etin+ tec"n%)%+y %!en# ! acce## t% t"e Di#ney e/!eience %, %ne=# $e#i+n. T"e &%/ %,,ice #cce## %, %en evita)ie$ t"e &an$ a# a +)%&a) &)%c*&#te !%(e"%#e. A)%n+ (it" t"e U.. an$ Ja!an' C"ina an$ R##ia ae n%( am%n+ t"e )a+e#t ma*et# ,% Di#ney=# m%vie#. Di#ney=# c%mmitment t% C%!%ate Citien#"i! "a# a)#% #ten+t"ene$ it# &an$. Di#ney (%n t"e S%cia) %%$ cate+%y in t"e 91< CSR A(a$# an$
!)ace$ 5%int ,i#t in Re!tati%n In#titte=# )i#t %, t"e >%)$=# %#t Re!ta&)e C%m!anie# ?a# 5$+e$ &y c%n#me#@. By c%ntinin+ t% +%( it# e!tati%n ,% #ec%n$-t%-n%ne ,ami)y entetainment +)%&a))y' incea#in+ ,%c# %n ne/t-+eneati%n me$ia an$ !)at,%m#' an$ ta*in+ it# c#t%me e/!eience t% t"e ne/t )eve) t"%+" tec"n%)%+y an$ !e#%na)iati%n' Di#ney i# ea$y t% t"ive in t"e A+e %, Y%.
'e(lett-Packard Company % 'P ?#ty)e$ a# hp@ i# an Ameican m)tinati%na)in,%mati%n tec"n%)%+y c%!%ati%n "ea$atee$ in Pa)% A)t%' Ca)i,%nia'Unite$ State#. It !%vi$e# "a$(ae' #%,t(ae an$ #evice# t% c%n#me#' #ma))- an$ me$im-#ie$ &#ine##e# ?SB#@ an$ )a+e ente!i#e#' inc)$in+ c#t%me# in t"e +%venment' "ea)t" an$ e$ cati%n #ect%#. T"e c%m!any (a# ,%n$e$ in a %ne-ca +aa+e in Pa)% A)t% &y >i))iam KBi))K Re$in+t%n He()ett an$ Davi$ KDaveK Pac*a$ #tatin+ (it" a )ine %, e)ect%nic te#t ei!ment. HP (a# t"e (%)$=# )ea$in+ PC man,acte ,%m 997 t% Q 91<' a,te ("ic" Len%v% emaine$ an*e$ a"ea$ %, HP. It #!ecia)ie# in $eve)%!in+ an$ man,actin+ c%m!tin+' $ata #t%a+e' an$ net(%*in+ "a$(ae' $e#i+nin+ #%,t(ae an$ $e)ivein+ #evice#. a5% !%$ct )ine# inc)$e !e#%na) c%m!tin+ $evice#' ente!i#e an$ in$#ty #tan$a$ #eve#' e)ate$ #t%a+e $evice#' net(%*in+ !%$ct#' #%,t(ae an$ a $ive#e an+e %, !inte# an$ %t"e ima+in+ !%$ct#. HP ma*et# it# !%$ct# t% "%#e"%)$#' #ma))- t% me$im-#ie$ &#ine##e# an$ ente!i#e# $iect)y a# (e)) a# via %n)ine $i#ti&ti%n' c%n#me-e)ect%nic# an$ %,,ice-#!!)y etai)e#' #%,t(ae !atne# an$ ma5% tec"n%)%+y ven$%#. HP a)#% "a# #evice# an$ c%n#)tin+ &#ine## a%n$ it# !%$ct# an$ !atne !%$ct#. ;n ;ct%&e 6' 91' He()ett-Pac*a$ ann%nce$ !)an# t% #!)it t"e PC an$ !inte# &#ine## ,%m it# ente!i#e !%$ct# an$ #evice# &#ine##. T"e #!)it i# e/!ecte$ t% c)%#e &y ;ct%&e 912 an$ (i)) e#)t in t(% !&)ic)y ta$e$ c%m!anie#: He()ett-Pac*a$ Ente!i#e an$ HP' Inc.
Mercedes-Ben) i# a eman at%m%&i)e man,acte' a m)tinati%na) $ivi#i%n %, t"e eman man,acte Daim)e A. T"e &an$ i# #e$ ,% )/y at%m%&i)e#' &#e#' c%ac"e#' an$ tc*#. T"e "ea$ate# %, ece$e#-Ben i# in Sttt+at' Ba$en->Wttem&e+' emany. T"e name ,i#t a!!eae$ in 146 n$e Daim)e-Ben' &t tace# it# %i+in# t%Daim)e-%t%ene#e))#c"a,t=# 1491 ece$e# an$ t% a) Ben=# 1886 Ben Patent-%t%(a+en' ("ic" i# (i$e)y e+a$e$ a# t"e ,i#t +a#%)ine !%(ee$at%m%&i)e. ece$e#-Ben=# #)%+an i# KDa# Be#te %$e nic"t#K ?En+)i#": KT"e &e#t % n%t"in+K@. ece$e#-Ben i# !at %, t"e Keman Bi+ ' ("ic" ae t"e &e#t-#e))in+ )/y at%ma*e# in t"e (%)$.
Gillette i# a &an$ %, men=# #a,ety a%#' an$ !evi%#)y t"e name %, t"e c%m!any t"at &ea# it# name t"at "a# n%( $ive#i,ie$ t% man,acte a )a+e !%t,%)i% %, !%$ct#' am%n+ t"em #"avin+ #!!)ie# an$ %t"e cae !%$ct# it i# %(ne$ &y m)tinati%na) c%!%ati%n P%cte am&)e. Ba#e$ in B%#t%n' a##ac"#ett#' Unite$ State#' it (a# %ne %, #evea) &an$# %i+ina))y %(ne$
&y the Gillette Company ' a #!!)ie %, !%$ct# n$e vai%# &an$#' ("ic" (a# me+e$ int% P in 992. T"e i))ette C%m!any (a# ,%n$e$ &y in+ in 1491 a# a #a,ety a% man,acte . Un$e t"e )ea$e#"i! %, C%)man A)e5an$% . %c*)e C%e))% a# CE; ,%m 147241' c%m!any (a# t"e ta+et %, t"ee ta*e%ve attem!t#' ,%m R%na)$ Pee)man an$ C%ni#t%n Patne#. ;n ;ct%&e 1' 992' P%cte am&)e ,ina)ie$ it# me+e (it" t"e i))ette C%m!any. T"e me+e ceate$ t"e (%)$=# )a+e#t !e#%na) cae an$ "%#e"%)$ !%$ct# c%m!any. T"e i))ette C%m!any=# a##et# (ee inc%!%ate$ int% a P nit *n%(n intena))y a# K)%&a) i))etteK. In J)y 997' )%&a) i))ette (a# $i##%)ve$ an$ inc%!%ate$ int% P%cte am&)e=# %t"e t(% main $ivi#i%n#' P%cte am&)e Beaty an$ P%cte am&)e H%#e"%)$ Cae. i))ette=# &an$# an$ !%$ct# (ee $ivi$e$ &et(een t"e t(% acc%$in+)y. H%(eve' &%t" t"e i))ette RD cente in B%#t%n' a##ac"#ett# a# (e)) a# t"e i))ette S%t" B%#t%n an,actin+ Cente' ?*n%(n a# Ki))ette >%)$ S"avin+ Hea$ate#K@' #ti)) e/i#t a# ,ncti%na) (%*in+ )%cati%n# n$e t"e P%cte am&)e-%(ne$ i))ette &an$ name.
Cisco Systems* Inc" i# an Ameican m)tinati%na) c%!%ati%n "ea$atee$ in San J%#e' Ca)i,%nia' t"at $e#i+n#' man,acte#' an$ #e))# net(%*in+ ei!ment. T"e #t%c* (a# a$$e$ t% t"e D%( J%ne# In$#tia) Avea+e %n Jne 8' 994' an$ i# a)#% inc)$e$ in t"e SP 299 In$e/' t"e R##e)) 1999In$e/' NASDAQ-199 In$e/ an$ t"e R##e)) 1999 %(t" St%c* In$e/.
Bayerische Motoren Werke +G ?En+)i#": Bavaian %t% >%*#@' c%mm%n)y *n%(n a# BMW % BMW +G' i# a eman at%m%&i)e' m%t%cyc)e an$ en+ine man,actin+ c%m!any ,%n$e$ in 1416. B> i# "ea$atee$ in nic"' Bavaia. It a)#% %(n# an$ !%$ce# inica#' an$ i# t"e !aent c%m!any %, R%))#-R%yce %t% Ca#. B> !%$ce# m%t%cyc)e# n$e B> %t%a$. In 91' t"e B> %! !%$ce$ '117'462 at%m%&i)e# an$ a!!%/imate)y 19'999 m%t%cyc)e# ac%## a)) %, it# &an$#. B> i# !at %, t"e Keman Bi+
&o,is ,itton Malletier ' c%mm%n)y e,ee$ t% a# &o,is ,itton ' % #"%tene$ t% &' i# a enc" ,a#"i%n "%#e ,%n$e$ in 182 &y L%i# itt%n. T"e )a&e)=# L m%n%+am a!!ea# %n m%#t %, it# !%$ct#' an+in+ ,%m )/y tn*# an$ )eat"e +%%$# t% ea$y-t%-(ea' #"%e#' (atc"e#' 5e(e)ey' acce##%ie#' #n+)a##e# an$ &%%*#. L%i# itt%n i# %ne %, t"e (%)$=# )ea$in+ intenati%na) ,a#"i%n "%#e# it #e))# it# !%$ct# t"%+" #tan$a)%ne &%tie#' )ea#e $e!atment# in "i+"-en$$e!atment #t%e#' an$ t"%+" t"e e-c%mmece #ecti%n %, it# (e&#ite. % #i/ c%n#ective yea# ?99691@' L%i# itt%n (a# name$ t"e (%)$=# m%#t va)a&)e )/y &an$. 91 va)ati%n (a# 2.4 &i))i%n USD. Yea 91< va)ati%n %, t"e &an$ (a# 8. &i))i%n USD (it" a #a)e# %, 4. &i))i%n USD. T"e c%m!any %!eate# in 29 c%ntie# (it" m%e t"an 69 #t%e# (%)$(i$e
Marlboro i# t"e )a+e#t #e))in+ &an$ %, ci+aette# in t"e (%)$. It i# ma$e &y P"i)i! %i# USA?a &anc" %, A)tia@ (it"in t"e Unite$ State#' an$ &y P"i)i! %i# Intenati%na)?n%( #e!aate ,%m A)tia@ %t#i$e t"e Unite$ State#. It i# (e)) *n%(n ,% it# &i))&%a$ a$veti#ement#' ma+aine a$# %, t"e a)&%% an' an$ it# )%n+ a##%ciate$ "i#t%y in t"e #!%n#%#"i! %, m%t%#!%t. Ric"m%n$' i+inia' i# t"e )%cati%n %, t"e )a+e#t a)&%% ci+aette man,actin+ !)ant.
'onda Motor Co"* &td" i# a Ja!ane#e !&)ic m)tinati%na) c%!%ati%n !imai)y *n%(n a# a man,acte %, at%m%&i)e#' m%t%cyc)e# an$ !%(e ei!ment. H%n$a "a# &een t"e (%)$=# )a+e#t m%t%cyc)e man,acte #ince 1424' a# (e)) a# t"e (%)$=# )a+e#t man,acte %, intena) c%m&#ti%n en+ine#mea#e$ &y v%)me' !%$cin+ m%e t"an 1 mi))i%n intena) c%m&#ti%n en+ine# eac" yea. H%n$a &ecame t"e #ec%n$-)a+e#t Ja!ane#e at%m%&i)e man,acte in 991. H%n$a (a# t"e ei+"t" )a+e#t at%m%&i)e man,acte in t"e (%)$ &e"in$ enea) %t%#' %)*#(a+en %!' T%y%ta'Hyn$ai %t% %!' %$' Ni##an' an$ PSA in 911. H%n$a (a# t"e ,i#t Ja!ane#e at%m%&i)e man,acte t% e)ea#e a $e$icate$ )/y &an$' Aca' in 1486. A#i$e ,%m t"ei c%e at%m%&i)e an$ m%t%cyc)e &#ine##e#' H%n$a a)#% man,acte# +a$en ei!ment' maine en+ine#' !e#%na) (ateca,t an$ !%(e +eneat%#' am%n+#t %t"e#. Since 1486' H%n$a "a# &een inv%)ve$ (it" ati,icia) inte))i+ence%&%tic# e#eac" an$ e)ea#e$ t"ei ASI; %&%t in 999. T"ey "ave a)#% vente$ int% ae%#!ace (it" t"e e#ta&)i#"ment %, E H%n$a Ae% En+ine# in 99 an$ t"e H%n$a HA-9 H%n$aJet' ("ic" &e+an !%$cti%n in 91. H%n$a "a# t"ee 5%int-vente# in C"ina ?H%n$a C"ina' D%n+,en+ H%n$a' an$ an+i H%n$a@. In 91<' H%n$a inve#te$ a&%t 2.7F ?US6.8 &i))i%n@ %, it# evene# in e#eac" an$ $eve)%!ment. A)#% in 91<' H%n$a &ecame t"e ,i#t Ja!ane#e at%ma*e t% &e a net e/!%te ,%m t"e Unite$ State#' e/!%tin+ 198'792 H%n$a an$ Aca m%$e)# ("i)e im!%tin+ %n)y 88'<27.
Sams,ng i# a S%t" %ean m)tinati%na) c%n+)%meate c%m!any "ea$atee$ in Sam#n+ T%(n' Se%). It c%m!i#e# nme%# #&#i$iaie# an$ a,,i)iate$ &#ine##e#' m%#t %, t"em nite$ n$e t"e Samsung &an$' an$ i# t"e )a+e#t S%t" %ean chaebol ?&#ine## c%n+)%meate@. Sam#n+ (a# ,%n$e$ &y Lee Byn+-c") in 14<8 a# a ta$in+ c%m!any. ;ve t"e ne/t t"ee $eca$e#' t"e +%! $ive#i,ie$ int% aea# inc)$in+ ,%%$ !%ce##in+' te/ti)e#' in#ance' #ecitie# an$ etai). Sam#n+ entee$ t"ee)ect%nic# in$#ty in t"e )ate 1469# an$ t"e c%n#tcti%n an$ #"i!&i)$in+ in$#tie# in t"e mi$-1479# t"e#e aea# (%)$ $ive it# #&#eent +%(t". %))%(in+ Lee=# $eat" in 1487' Sam#n+ (a# #e!aate$ int% ,% &#ine## +%!# Sam#n+ %!' S"in#e+ae %!' CJ %! an$ Han#%) %!. Since 1449#' Sam#n+ "a# incea#in+)y
+)%&a)ie$ it# activitie#' an$ e)ect%nic#' !atic)a)y m%&i)e !"%ne# an$ #emic%n$ct%#' "ave &ec%me it# m%#t im!%tant #%ce %, inc%me. N%ta&)e Sam#n+ in$#tia) #&#i$iaie# inc)$e Sam#n+ E)ect%nic# ?t"e(%)$=# )a+e#t in,%mati%n tec"n%)%+y c%m!any mea#e$ &y 91 evene#' an$ t" in ma*et va)e@' Sam#n+ Heavy In$#tie# ?t"e (%)$=# n$-)a+e#t#"i!&i)$e mea#e$ &y 919 evene#@' an$ Sam#n+ En+ineein+ an$Sam#n+ CT ?e#!ective)y t"e (%)$=# 1
+pple Inc" i# an Ameican m)tinati%na) c%!%ati%n "ea$atee$ in C!etin%' Ca)i,%nia' t"at $e#i+n#' $eve)%!#' an$ #e))# c%n#me e)ect%nic#' c%m!te #%,t(ae' %n)ine #evice#' an$ !e#%na) c%m!te#. It# &e#t-*n%(n "a$(ae !%$ct# ae t"e ac )ine %, c%m!te#' t"e iP%$ me$ia !)aye ' t"e iP"%ne #mat!"%ne' t"e iPa$ta&)et c%m!te ' an$ t"e A!!)e >atc" #mat(atc". It# %n)ine #evice# inc)$e iC)%$' t"e iTne# St%e' an$ t"e A!! St%e. A!!)e=# c%n#me #%,t(ae inc)$e# t"e ;S M an$ i;S %!eatin+ #y#tem#' t"e iTne#me$ia &%(#e' t"e Sa,ai (e& &%(#e' an$ t"e iLi,e an$ i>%* ceativity an$ !%$ctivity #ite#. A!!)e (a# ,%n$e$ &y Steve J%&#' Steve >%nia* ' an$ R%na)$ >ayne%n A!i) 1' 1476' t% $eve)%! an$ #e)) !e#%na) c%m!te#. It (a# inc%!%ate$ a# +pple Comp,ter* Inc" %n Janay <' 1477' an$ (a# ename$ a# A!!)e Inc. %n Janay 4' 997' t% e,)ect it# #"i,te$ ,%c# t%(a$# c%n#me e)ect%nic#. A!!)e ? NASDAQ:APPL@ 5%ine$ t"e D%( J%ne# In$#tia) Avea+e %n ac" 14' 912. A!!)e i# t"e (%)$=# #ec%n$-)a+e#t in,%mati%n tec"n%)%+y c%m!any &y evene a,te Sam#n+ E)ect%nic#' an$ t"e (%)$=# t"i$-)a+e#t m%&i)e !"%ne ma*e . ;n N%vem&e 2' 91' in a$$iti%n t% &ein+ t"e )a+e#t !&)ic)y ta$e$ c%!%ati%n in t"e (%)$ &y ma*et ca!ita)iati%n' A!!)e &ecame t"e ,i#t U.S. c%m!any t% &e va)e$ at %ve 799 &i))i%n. A# %, 91' A!!)e em!)%y# 7'899 !emanent ,))-time em!)%yee#' maintain# <7 etai) #t%e# in ,i,teen c%ntie#' an$ %!eate# t"e %n)ine A!!)e St%e an$ iTne# St%e' t"e )atte %, ("ic" i# t"e (%)$=# )a+e#t m#ic etai)e. A!!)e=# (%)$(i$e anna) evene in 91 t%ta)e$ US18 &i))i%n ?Yen$ ;ct%&e 91@. A!!)e en5%y# a "i+" )eve) %, &an$ )%ya)ty an$' acc%$in+ t% t"e 91 e$iti%n %, t"e Inte&an$ Be#t )%&a) Ban$# e!%t' i# t"e (%)$=# m%#t va)a&)e &an$ (it" a va)ati%n %, 118.4 &i))i%n. By t"e en$ %, 91' t"e c%!%ati%n c%ntine$ t% mana+e #i+ni,icant citici#m e+a$in+ t"e )a&% !actice# %, it# c%ntact%#' a# (e)) a# ,% it# envi%nmenta) an$ &#ine## !actice#' inc)$in+ t"e %i+in# %, #%ce mateia)#.
Di,,eent c%m!anie# "ave $i,,eent "i#t%y' #ten+t"#' (ea*ne##e#' #tate+ie#' an$ ea#%n# ("y t"ey &ecame a +)%&a) &an$. Beca#e %, t"e#e $i,,eence#' #%me c%m!anie# ae "avin+ t"ei %!!%tnitie# &eca#e t"ey a)#% (ante$ t% &e %ne %, t"e t%! 19 +)%&a) &an$#. S%me #ccee$e$' &t %t"e# $% n%t. Bt $e t% "a$ (%*' c%m!etence' an$ +%%$ $eve)%!ment %, !)an# an$ #tate+ie#' t"ey &ecame a t"eat t% t"e c%m!anie# %n t%! %, t"e )i#t. A)t"%+" t"e )i#t i# $%minate$ &y &i))i%n-$%))a c%!%ati%n#' many %, t"e tait# an$ #tate+ie# t"at *ee! t"e#e c%m!anie# %n t%! can &e a!!)ie$ t% #ma)) &#ine##e#. %m a m%e %+anie$ !%$ct !%t,%)i% t% ,%c# %n ##taina&i)ity' t"e#e !inci!)e# %, "+e c%!%ati%n# can "e)! +%( an$ ##tain y% #ma)) &#ine##.
JUDY ANN D. ALEJANDRE
BSA-III CHAPTER 1- Activity
1. ?1@ ?@ ?<@ ?@ ?2@
ana+in+ "i# !e%!)e State+ie# Dai)y %!eati%n# P"y#ica) e#%ce# C#t%me e)ati%n#
. %*%n+(ei mana+e$ t% #ccee$ in "i# attem!t# t% !enetate $i,,eent in$#tie# &eca#e "e i# c%n#i$ee$ a# %ne %, t"e +ame-c"an+e# in vai%# in$#tie#. >"at i# c%mm%n in "i# &#ine## tactic !enetati%n i# "i# %,,e %, "i# !%$ct# at a vey )%( ! ice (it" +%%$ a)ity. <. %*%n+(ei &e)ieve# t"at (e can ceate % vey %(n +)%&a) &an$. . Ye#. Beca#e (e' i)i!in%#' (ante$ t% ean ,% a )ivin+ (e ae e/!%tin+ % )a&%#' in#tea$ %, #in+ it in % %(n c%nty t% !%$ce % vey %(n +)%&a) &an$. A)#%' #%me i)i!in%# ae !%$cin+ t"ei %(n !%$ct# &t $e t% #%me ,act%#' t"ey %,ten #e)) it t% %+aniati%n# %t#i$e t"e P"i)i!!ine# ma*in+ t"em' t"e %(ne %, t"e c%nce!t t"ey &%+"t. 2. ?1@ He i# ,)e/i&)e en%+" t% acce!t c"an+e ?@ He "a# a +%%$ e)ati%n#"i! (it" "i# !e%!)e ?<@ %%$ #tate+i#t 6. %*%n+(ei0# ma$e a #mat an$ #tate+ic $eci#i%n ,% ta*in+ t"i# %,,e. A)t"%+"' it (a# a vey $i,,ic)t $eci#i%n. 7. Ye#. T"e $ea) (i)) +ive %*%n+(ei a 1F #ta*e' eiva)ent t% %ne &%a$ #eat' in PLDT.
JUDY ANN D. ALEJANDRE
BSA-III CHAPTER 1- Activity <
1. Intenet i# (i$e)y *n%(n a%n$ t"e (%)$. Beca#e %, t"i#' it &ecame ea#ie ,% &%t" c%m!anie# an$ c#t%me# t% eac" eac" %t"e. >e can ea#i)y !t in,%mati%n %n t"e Intenet an$ !e%!)e "ee an$ a&%a$ can a)ea$y "ave acce## %n it. . T"ee ae m%e a$vanta+e# in #in+ t"e Intenet. N%(a$ay#' Intenet i# a vey #e,) t%%) ,% %+aniati%n# a# (e)) a# !e%!)e t% c%))ect in,%mati%n' !%ce##in+ in,%mati%n an$ a)#%' !%vi$in+ in,%mati%n avai)a&)e t% a)) t"e !e%!)e "ee an$ a&%a$. It i# t"e mean# %, ma*in+ t"in+# ea#ie an$ ,a#te.
<. %echnophobia i# t"e c%n#tant an$ !e#i#tent ,ea %, tec"n%)%+y an$' in +eate $e!t"' i# $e,ine$ a# t"e ,ee)in+ %, #evee an/iety a##%ciate$ (it" #in+ anyt"in+ tec"n%)%+ica))y a$vance$. T"e (%$ Tec"n%!"%&ia i# $eive$ ,%m ee* 3Techne’ meanin+ at' #*i)) % ca,t an$ phobos meanin+ ,ea % ave#i%n. . I, t"e ,%))%(in+ #ym!t%m# ae !e#ent: • •
• • • • •
T"e !"%&ic mi+"t c%n#tant)y t"in* a&%t tec"n%)%+y an$ a&%t #in+ it. T"e m%e #e$ate #ym!t%m# inc)$e e)ctance % e,#a) t% #e c%m!te# % !e,ein+ t% (it"$a( ca#" ,%m t"e "man ca#"ie in &an*# at"e t"an #in+ t"e "%)e-in-t"e-(a)) AT mac"ine. Re#i#tin+ any at%matic !%ce##e# Bein+ n(i))in+ t% c"an+e t% ne( c%m!te#%,t(ae #y#tem# Citiciin+ tec"n%)%+ica) c"an+e# an$ im!)ementati%n# Sayin+: I "ave mana+e$ ,% #% )%n+ (it"%t tec"n%)%+y' I can +et &yX T"e !"y#ica) #ym!t%m# %, Tec"n%!"%&ia inc)$e ,ee)in+ &eat")e##' $iy' "avin+ "eat !a)!itati%n#' &ec%min+ an+y' )%#in+ c%nt%)' ,ee)in+ $etac"e$ ,%m ea)ity' &ein+ na&)e t% t"in* % #!ea* c)ea)y etc.
2. % me' I t"in* t"ee ae n% tec"n%!"%&ic. A)) I &e)ieve i# t"at t"ee (ee !e%!)e ("% $%n=t (ant t% e/!)%e ne( t"in+#. T"ey #ti)) #tic* %n t"e ta$iti%na) (ay %, )i,e an$ t"at $% n%t inc)$e tec"n%)%+y. T"ey ae #cae$ %, tyin+ ne( t"in+#. T"ei min$ (a# ,)) %, t"%+"t# t"at "in$ance# t"ei $ive t% even t%c" a mac"ine. T"ey ae t"in*in+ t"at tec"n%)%+y i# a c%m!)e/ t"in+ t% )ean. A# a e#)t' t"ey ae a,ai$ %, t"e #%-ca))e$ tec"n%)%+y.
