Dual brand offers some advantages. Logically, if Xiameter and Dow Corning use the same factories, producing similar products, utilizing the same raw material, the cost of manufacturing will be reduced. Your list has reached the maximum number of items. The third level of a product is the augmented product, which is the aftersales services, installation warranty. The E-mail message field is required. You already recently rated this item. Please create a new list with a new name; move some items to a new or existing list; or delete some items.

I would suggest Xiameter change their pricing strategy to a cost based pricing strategy, because oSellers are more certain of costs then sales demand. The name field is required. Leniency must be instituted on the order penalty system. Dow Corning achieved double digit growth in its initial years. Xiameter provide superior value by leading the industry in pricing and convenience. Initially this segmentation worked for Dow Corning, in my opinion due to the marketing department per industry, they obviously did not see they should revisit their segmentation.

If your product provides sufficient value to customers, they will buy — no matter how good or bad the economic situation is, if they perceive value they will pay the price.

Case study Beekeeper from pivoting startup to disrupting scaleup. Dow Corning had to thus try different segmentation variables, alone and in combination studt find the best way to view the market structure.

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

IMD is a top-ranked business xiameer. This was value-based pricing. Product and price strategies A product can be a product or a service. 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.


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xiameter case study imd

Allow this favorite library to be seen by others Keep this favorite library private. Create lists, bibliographies and reviews: Your rating has been recorded. Dow Corning segmentation was based on 6 industries which sold to their customers within the industry segment from healthcare to automobiles, from household products to electronics.

Add a review and share your thoughts with other readers. In this way the ijd can identify any advantages or disadvantages it has. Write a review Rate this item: IMD’s faculty and research teams publish articles, case studies, books and reports on a wide range of topics. No company has the resources to cater for every customer in every market. Xiameter provide superior value by leading the industry in pricing and convenience.

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Xiameter Case Study | Case Study Template

The factors and decisions that shape the business model and strategy is depict in the microenvironment Political In all chemical manufacturing environments there are the challenges of environmental regulations as specified by the authorities, Dow Corning was no exception. All products consist of three levels, the most basic core product, which is the problem solving benefit the consumer seeking.

There is also the threat that competitors will very soon catch on to web-based offering that was pioneered by Dow Corning. Dow Corning has been pioneers in the development of silicones for commercial uses for the last 80 years, founded as a joint venture between Dow Chemical Company and Corning Glass.

xiameter case study imd

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. IMD provides leadership training such as: I therefor suggest that the pricing strategy should be based on cost-based pricing and not market based pricing. Xiameter has strip down and changed the augmented product level to fulfill the needs specifically for the price seeker segment, who wanted the lowest price and not all the services and support.


A marketer has to try different segmentation variables, alone and in combination to find the best way to view the market structure.

Xiameter : the past and future of a “disruptive innovation”

Privacy Policy Terms and Conditions. Pricing is the major factor affecting buyer choice and also the most flexible marketing mix element, because it can be change quickly.

Subjects Dow Corning Corporation.

xiameter case study imd

Sign up for our newsletter. Based on all the evaluation and analysis completed in the self-audit as well as the industry knowledge of the strong sales force, the key differentiators is brand image and history, excellent high quality products, product mix over several large xkameter.

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. The second level is called actual product which is the quality, branding, features etc.