A slide to talk about Strategic Marketing of Xiameter

1. Strategic issues of Xiameter
•New challengers in the same customers segment (price seekers) with PoDs
•Xiameteris situated in a maturity stage of PLC
•No cannibalization of Dow Corning’s target segments

2. STRENGTHs
WEAKNESSES
-Marketleader
-Quality product
-Low price
-Leader in the Lead- times
-Minimum quantity for an order
-No technical service
-Limitedkind of products
OPPORTUNITIES
THREATS
-Offer more kinds of products(no special silicon products)
-More loyal customer
-New challengers with more serviceand no minimum limit
-Differences in silicon demand => various prices of raw material => thread for long time contracts
ANALYSIS
CHALLENGER’S PoDs
XIAMETER’S PoDs
-Simple on line service (one to one technical service and real time monitoring of the order)
-No minimum quantity limit
-Lower price
-The goodwill from Dow Corning
-Leader in the Lead times

3. Recommendation
Application of a Marketing Program Modification:
Change of the challenger’s points of difference into competitive points of parities: implementation of basic online services (maybe optional service packages) to keep up with the competitions, but with no major change in silicon product prices or Xiameter’s strategy. No minimum limit for the order.
Different range of products from Dow Corning: offering limited products (350 versus 7500)
Application of a Defensive Marketing Strategy:
Position Defense: maintain advantage by the lower price of the market and the goodwill of Dow Corning