The Capstone Project for the Specialization: International Marketing & Cross Industry Growth. The project analyzes Softbank Group Corporation which consists of: 1. Milestone 1: Situation Analysis 2. Milestone 2: Marketing Mix Analysis 3. Milestone 3: Cross Country Innovation 4. Milestone 4: Cross Industry Innovation

1. Softbank Group Corp.
Milestone 1 Analyses
Learner Name: Johannes Bambang Wirawan

2. A. Situation Analysis & Noon Nopi
Company Introduction
(briefly introduce your chosen company or brand to use for this project)
Noon Nopi
(in 5 words or less)
SoftBank Group Corp. is a Japanese multinational telecommunications and
Internet corporation, established on September 3, 1981 and
headquartered in Tokyo. It is Japan’s No.3. telecom carrier. 1st Japanese
firm to carry iPhone in 2008. Well known for ads with talking dog and
Tommy Lee Jones.
Founder: Masayoshi Son
Founded: September 3, 1981, Tokyo, Japan
Revenue: 9.15 trillion JPY (2015)
Net income: 474.1 billion JPY (2015)
Subsidiaries: Yahoo! Japan, SoftBank Mobile, Sprint Corporation
Information Revolution —
Happiness for everyone

3. B. Vision and Strategy
Vision
(briefly introduce the vision of your
chosen company or brand)
2 F Strategy
(briefly identify the two parts that enable your company or brand to
achieve its vision)
Becoming a Corporate Group needed
most by people around the world.
Flexible Strategy:
• Internet of Things.
• Artificial Intelligence.
• Smart Robots.
Fit Strategy:
• Information Revolution
• Information Technology

4. C. Omni-Branding
For each box identify the related key associations to help you expand the branding scope of
your chosen company or brand.
Region Country Company Brand
Positive • Tradition
• Trustworthy
• High Tech
• Futuristic
• Founder
• Famous
Softbank Dog
Ads
• Dynamic
• Subversive
Negative • Crowded
• Decreasing
• Aging
Population
• Loneliness
• Suicides
• Pushy
• Risk-addicted
• Big gamble
• Political
• Bureaucratic

5. D. SFU Branding
Use the associations from Component 3 or add associations that evoked by people when your company or brand
is mentioned. Then sort them out into the following categories.
Strong
(very frequently mentioned by members
e.g. 4 or 5 out of 5 people)
Weak
(less frequent
e.g. 1 member)
Favorable Unique (Point of Difference) Similar (Point of Parity)
• Dynamic
• Subversive
• High Tech
• Futuristic
• Wireless City
• Renewable Energy
• Smart Robots
• Internet Business
• Telecommunications industry
Unfavorable Unique (Point of Difference) Similar (Point of Parity)
• Crowded
• Decreasing
• Political
• Bureaucratic
• Antitrust complications &
challenges
• Speculative
• Financial & strategic implications
• Burning money
• Increasing costs

6. Softbank Robotics Milestone
2 Analyses
Learner Name: Johannes Bambang Wirawan

7. A. Product Analysis: Tangible/Intangibility Deconstruction
Tangible Characteristics
(Choose the key tangible/functional
characteristics/benefits of your product)
Intangible Characteristics
(Choose the key intangible/emotional
characteristics/benefits of your product)
• Entertain humans
• Becomes an advisor
• Make humans happy
• Intellectual

8. B. Promotion Analysis: the 5 W’s Approach
Source: Meet Pepper the Robot Softbank Robotics (#3) Link: https://www.youtube.com/watch?v=oDeQCIkrLvc

9. B. Promotion Analysis: the 5 W’s Approach
Meet Pepper the Robot Softbank Robotics Link: https://www.youtube.com/watch?v=oDe
QCIkrLvc
W1: Who • Softbank Robotics
W2: What • High-Tech, Low Maintenance, Special
W3: to Whom • Software Developers
W4: Which Medium • YouTube
W5: What (intended)
Effect
• Softbank Robotics is looking for Software Developer to
make Pepper better.

10. C. Price Analysis: Value Equation
Point of Parity Point of Difference
• Work
Experience
Inferior Superior
• Human Image • Robot Image
Total Benefits
Total Costs
Value =
Point of Parity Point of Difference
• Unknown
Results
Inferior Superior
• Unfinished Product • Increased
Automation
The entertainment value attracted large amount of people; and 1,000 units have been sold each month for the last 7 months. Also, it
increases sales for Nestle coffee shops and Softbank telecom stores. Each Robot costs around USD 1,600; and USD 360 per month for
over 36 months for subscription contract includes a network data plan and equipment insurance. Total cost of ownership is over USD
14,000. Pepper cannot act as a real server like in a restaurant where Restaurants in China tried to use Robots as mobile severs and
busbots; and later on they defunct them inflexibity serving the customer.

11. D. Place Analysis: Convenience Add-Ons
Identify the present (or potential) convenience add-ons on the following
dimensions for your chosen product.
Time • Softbank cooperates with Alibaba for Worldwide
shipment. Payment with Alipay and Master Card.
Location • Nestle Coffee Shops, Softbank Telecom Stores,
Master Card Café, Pizza Hut.
Variety • Besides Pepper, there are two other models: NAO,
the precursor & Romeo, the daily helper.
Quantity • Limited
Customization • Unlimited Software Development possibilities

12. Milestone 3 Analyses
Cross-Country Growth Plan
Component A
Learner Name: Johannes Bambang Wirawan

13. Component A.1: Decision to go abroad
Explain the reasons for the need for international expansion by your chosen company or brand.
Economic Strategic/Broader
• SoftBank Profit Plunges on Sprint Losses
• Slowdown in Japan
• Shares in ARM buyer SoftBank fall 10%
• Build structure and system
• Manage overseas investment
• Manage overseas operations

14. Component A.2: Choice of Region
Explain the reasons for the choice of your region for your international expansion.
Region (Continent or Sub-continent): Latin-America, China, South East Asia
Reasons
for
Choice
• Gathering allies in rideshare industries like Didi and Grab to against Uber in Asia.
• To incubate autonomous vehicle industries for ridesharing.
• Provide Cloud services to rideshare industries to predict trends by using Big Data
Analytics.

15. Component A.3: Choice of Country
Explain the reasons for the choice of your “market landing” country for your international expansion.
Country: China, Southeast Asia
Reasons
for
Choice
• High Potential Market for Didi (China) and Grab (Southeast Asia)
• Smartphone usage expands
• Very Attractive Market

16. Component A.4: Choice of Segment
Explain the reasons for the choice of your segment within the “market landing” country.
Segment: Riders seek simpler or quicker alternatives to taxis and public transportation
Reasons
for
Choice
• sign up drivers
• attracted customers
• subsidies on rides

17. Softbank-Group-Milestone 3 Analyses
Cross-Country Growth Plan
Component B
Learner Name: Johannes Bambang Wirawan

18. Component B.1: Product Localization
Identify and Explain the Tangible and Intangible characteristics that can be standardized and those that need to
be localized between the home and cross country market.
Tangible Characteristics Intangible Characteristics
Standardized Localized Standardized Localized
• Brand
• Vision
• Culture
• Cloud Service
• Mobile Service
• Price
• CSR
• Advertisement
• Digital Marketing
• Happiness
• High Tech
• Enthusiasm
Reasons for Standardization/Localization:
Emerging Economies
Reasons for Standardization/Localization:
Uncharted Market

19. Component B.2: Promotion Localization
Identify and Explain the 5 W’s that can be standardized and those that need to be localized between the home
and cross country market.
Standardized W’s Localized W’s
• Futuristic Brand
• Cloud Technology
• Millennials
• TV & Social Media Marketing
• Happiness for everyone
• Simpler Brand
• Internet Bandwidth
• On Demand Cars Customers
• Facebook, Twitter, YouTube
• Convenient Lifestyle
Reasons for Standardization
Trust of the Brand and Product for The
Future Value
Reasons for Localization:
Trust of the Brand and Product for The
Present Value

20. Component B.3: Price Localization
Identify and Explain the Benefits and Costs Elements in Pricing that can be standardized and those that need to
be localized between the home and cross country market.
Benefits Elements Costs Elements
Standardized Localized Standardized Localized
• Brand Image
• Big Data
Technology
• Production
• Price
• Quality
• IT Infrastructures
• Market
• Incubators
Reasons for Standardization/Localization:
• Keep Softbank Image Good like in Japan
• Big Data Technology standard is the same like in
Japan
Reasons for Standardization/Localization:
• Emerging Market can buy the product and service
• Autonomous vehicle can grow with local incubators

21. Component B.4: Place Localization
Identify and Explain the Convenience Add-Ons that can be standardized and those that need to be localized
between the home and cross country market.
Standardized Convenience Add-Ons Localized Convenience Add-Ons
• Customization:
Accessible for International Customers and
local customers.
• Location:
Big Cities with above average Internet Access.
Cities like Shanghai, Singapore, Kuala Lumpur,
Bangkok, and Jakarta.
• Time: 24 Hours by 7 Days. Including National Holidays.
• Variety: Accessible via smartphone by international and
local providers.
• Quantity: Rideshare cars availability based on available
subscribed drivers.
Reasons for Standardization
All International Customers can use it in China and
Southeast Asia Region without reregister.
Reasons for Localization:
Accessible all in China and Southeast Asia Region

22. Softbank Group Milestone 4 Analyses
Cross-Industry Growth Plan
Component A
Learner Name: Johannes Bambang Wirawan

23. Component A.1: Problem Re-Definition
Identify and explain the need for a problem re-definition that motivates you to go into your new cross
industry.
Existing Problem Definition in Present Industry Problem Re-Definition given changed circumstances
in company or environment situation
• Business Climate Deterioration
• Outdated Technology & Business Model
• Disadvantage in sales competition
• Consolidate Financial Statement into Japanese yen
• Deploy equivalent or better services and products
• Sales execution done by subcontractors
Explanation for need of Re-definition in Cross Industry Growth:
The major risks envisaged by the Group as of June 22, 2016 that could significantly affect investors' investment decisions.

24. Component A.2: Choice of Cross Industry
Explain the reasons for the choice of your new industry for innovation and growth.
Industry (B2C, B2B, Healthcare, Hospitality, Entertainment, Sports): Smart Homes, Connected Vehicle,
Healthcare, Fintech, VR/AR/MR, Drone.
Reasons
for
Choice
• New Solution, strategy, innovation, and originality
• New Target Population
• New Business model (Business model or revenue structure)

25. Component A.3: Choice of Key Concepts
Explain the reasons for the choice of key concepts from your cross industry or industries from the ones
covered in the specialization.
Key Concepts from Cross Industry(ies):
• Digitalization
• Networking
Reasons
for
Choice
• Easy Communication in a Global Scale
• On Demand Storage Management
• Trackable Products
• Distance monitoring work progress

26. Component A.4: Incompatibilities between
Present and Cross Industry.
Identify the key incompatibilities between your present and cross industry that will need to be adjusted
when going into or sourcing ideas from the new industry. What are the major adjustments that have to be
made?
Key Incompatibilities:
• Procurement
• Manufacturing
• Distribution
Major
Adjustments
Needed going
Forward
• Human and intellectual capital
• Monitoring the worksite and managing knowledge
• Tracking and tracing services

27. Softbank Group Milestone 4 Analyses
Cross-Industry Growth Plan
Component B
Learner Name: Johannes Bambang Wirawan

28. Component B.1: Cross Industry Product Adaptation
Identify and Explain the Tangible and Intangible characteristics that can be standardized and those that need to
be adapted between the present and cross industry market.
Tangible Characteristics Intangible Characteristics
Standardized Adapted Standardized Adapted
• Brand
• Vision
• Scope
• Functionality
• Innovation
• Security
• CSR
• Advertisement
• Digital Marketing
• Needs
• Satisfaction
• Language
Reasons for Standardization/Adaptation:
Functionality fit according to the industry which
uses the product.
Reasons for Standardization/Adaptation:
The product features aimed at satisfying specific market
needs.

29. Identify and Explain the 5 W’s that can be standardized and those that need to be adapted between the present
and cross industry market.
Standardized W’s Adapted W’s
• Smart phone-centric
• Multi-Platform
• Sensor Devices
• Life Cycle
• Cloud
• Easy to understand language
• Less Sophisticated
• Price
• Warranty
• User Guide
Reasons for Standardization
The latest technology should be use to make sure
the reliability of the product.
Reasons for Adaptation:
Non technical explanation should be implemented.
Component B.1: Cross Industry Promotion Adaptation

30. Identify and Explain the Benefits and Costs Elements in Pricing that can be standardized and those that need to
be adapted between the present and cross industry market.
Benefits Elements Costs Elements
Standardized Localized Standardized Localized
• Machine to
Machine
Communication
• IoT
• Production
• Price
• Quality
• Manufacturers
• Niche Market
• Cross border Industry
Reasons for Standardization/Adaptation:
• Preserve the telco image of Softbank.
• Popularity of IoT.
Reasons for Standardization/Adaptation:
• Find undiscovered market but remain profitable.
• Incubators open more functionality for more industries.
Component B.1: Cross Industry Price Adaptation

31. Identify and Explain the Convenience Add-Ons that can be standardized and those that need to be adapted
between the present and cross industry market.
Standardized Convenience Add-Ons Localized Convenience Add-Ons
• Customization: Machine to Machine
Communication Technology for any IoT devices.
• Location: Smart Homes, Connected Vehicle,
Healthcare, Fintech, VR/AR/MR, and Drone
Industries.
• Time: 24 Hours by 7 Days. Including National Holidays.
• Variety: Accessible Cloud via Android or IOS smartphones.
• Quantity: Based on industry popularity demand.
Reasons for Standardization
• The latest technology gives speedy automation.
• Reliable production service.
Reasons for Adaptation:
• Cloud Business Integration which accessible via
smartphone.
• Innovation based on Industry demand.
Component B.1: Cross Industry Place Adaptation