Harvard Case - Doosan Infracore International: Portable Power Brand Transformation (A)
"Doosan Infracore International: Portable Power Brand Transformation (A)" Harvard business case study is written by Dominique Turpin, Martin Roth. It deals with the challenges in the field of Marketing. The case study is 17 page(s) long and it was first published on : Sep 10, 2010
At Fern Fort University, we recommend Doosan Infracore International implement a comprehensive brand transformation strategy focused on establishing a strong, recognizable brand identity for its portable power products. This strategy should emphasize a clear value proposition, targeted marketing campaigns, and a robust digital presence to capture a larger share of the global portable power market.
2. Background
Doosan Infracore International, a subsidiary of Doosan Corporation, is a leading manufacturer of construction equipment and engines. The company aims to expand its presence in the portable power market, a rapidly growing sector driven by increasing demand for reliable and efficient power solutions in diverse applications. However, Doosan's portable power brand currently lacks a distinct identity and struggles to compete with established players like Generac and Kohler.
The case study focuses on Doosan's efforts to reposition its portable power brand, exploring various challenges and opportunities. The company seeks to develop a clear brand strategy, effectively communicate its value proposition, and establish a strong market presence.
3. Analysis of the Case Study
This case study can be analyzed using a combination of marketing, branding, and strategic frameworks:
Marketing & Branding Frameworks:
- Segmentation, Targeting, Positioning (STP): Doosan needs to clearly identify its target market segments within the portable power market. This could include professionals, homeowners, and specific industry segments like construction, agriculture, and disaster relief. Once identified, Doosan can tailor its marketing messages and product offerings to meet the specific needs of each segment.
- Brand Positioning: Doosan must establish a clear and compelling brand positioning for its portable power products. This positioning should differentiate Doosan from competitors and highlight its unique strengths, such as reliability, durability, and innovative features.
- Consumer Behavior Analysis: Understanding the needs, motivations, and purchasing behavior of potential customers is crucial for developing effective marketing strategies. Doosan should conduct market research to identify key consumer preferences and pain points related to portable power solutions.
- Competitive Analysis: A thorough competitive analysis is essential to understand the strengths and weaknesses of key competitors in the portable power market. This analysis should identify opportunities to differentiate Doosan's offerings and gain a competitive advantage.
Strategic Frameworks:
- SWOT Analysis: A SWOT analysis helps identify Doosan's internal strengths and weaknesses, as well as external opportunities and threats. This analysis can inform the development of a strategic roadmap for brand transformation.
- PESTEL Analysis: This framework helps assess the political, economic, social, technological, environmental, and legal factors that may impact Doosan's portable power business. Understanding these external factors is crucial for developing a sustainable growth strategy.
- Product Lifecycle Management: Doosan needs to consider the product lifecycle of its portable power products and develop strategies to manage each stage effectively. This includes product introduction, growth, maturity, and decline phases.
Additional Considerations:
- Value Proposition Development: Doosan needs to articulate a clear and compelling value proposition that resonates with its target market. This value proposition should highlight the key benefits of choosing Doosan's portable power solutions over competitors.
- Marketing Mix (4Ps): Doosan must carefully consider its marketing mix, including product, price, place, and promotion. This involves optimizing product features, pricing strategies, distribution channels, and marketing communications to achieve its brand objectives.
4. Recommendations
1. Develop a Clear Brand Identity and Value Proposition:
- Brand Identity: Create a distinct and memorable brand identity for Doosan's portable power products. This includes developing a unique brand name, logo, and visual style that reflects the brand's core values and target audience.
- Value Proposition: Define a clear and compelling value proposition that highlights the key benefits of using Doosan portable power solutions. This could focus on reliability, durability, fuel efficiency, innovative features, or customer support.
2. Implement a Targeted Marketing Strategy:
- Market Segmentation: Identify key market segments within the portable power market and tailor marketing messages and product offerings to meet their specific needs.
- Marketing Channels: Utilize a mix of marketing channels to reach target audiences effectively. This could include online advertising, social media marketing, content marketing, influencer marketing, trade shows, and direct marketing.
- Marketing Communications: Develop a consistent and integrated marketing communications strategy that effectively communicates the brand's value proposition across all channels.
3. Build a Strong Digital Presence:
- Website Optimization: Create a user-friendly and informative website that showcases Doosan's portable power products and provides valuable content for potential customers.
- Social Media Marketing: Establish a strong presence on relevant social media platforms to engage with target audiences, build brand awareness, and generate leads.
- Digital Advertising: Utilize targeted digital advertising campaigns to reach potential customers online. This could include search engine marketing (SEM), social media advertising, and display advertising.
4. Enhance Product Development and Innovation:
- Product Development: Continuously improve existing products and develop new and innovative portable power solutions to meet evolving customer needs and market trends.
- Technology Integration: Explore the integration of advanced technologies, such as AI and machine learning, into portable power products to enhance performance, efficiency, and user experience.
5. Strengthen Customer Relationships:
- Customer Relationship Management (CRM): Implement a robust CRM system to manage customer interactions, track customer data, and provide personalized experiences.
- Customer Service: Offer excellent customer service to build loyalty and positive brand perception. This includes providing prompt and helpful support, addressing customer concerns effectively, and ensuring customer satisfaction.
6. Expand Global Reach:
- International Marketing Strategies: Develop targeted marketing strategies for key international markets, considering cultural differences and local market dynamics.
- Product Distribution: Establish effective distribution channels to reach customers in global markets. This could include partnerships with local distributors, online marketplaces, and direct sales channels.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: Doosan's core competencies in manufacturing and engineering provide a solid foundation for developing high-quality portable power products. The brand transformation strategy aligns with Doosan's mission to provide innovative and reliable solutions for its customers.
- External Customers and Internal Clients: The recommendations address the needs and expectations of both external customers and internal clients. They aim to enhance customer satisfaction, improve brand perception, and support Doosan's internal stakeholders.
- Competitors: The recommendations consider the competitive landscape in the portable power market and aim to differentiate Doosan's offerings and gain a competitive advantage.
- Attractiveness ' Quantitative Measures: The recommendations are expected to generate positive returns on investment (ROI) by increasing market share, revenue, and profitability.
6. Conclusion
By implementing a comprehensive brand transformation strategy, Doosan Infracore International can establish a strong and recognizable brand identity for its portable power products. This will enable the company to effectively communicate its value proposition, capture a larger share of the global market, and achieve sustainable growth in the rapidly expanding portable power sector.
7. Discussion
Alternatives:
- Focusing solely on price competition: This strategy could lead to lower margins and damage brand perception.
- Ignoring digital marketing: This would limit Doosan's ability to reach and engage with target audiences online.
Risks:
- Insufficient market research: This could lead to ineffective marketing strategies and product development efforts.
- Lack of commitment to brand transformation: This could result in inconsistent messaging and brand dilution.
Key Assumptions:
- Doosan has the resources and commitment to implement the recommended strategies effectively.
- The portable power market will continue to grow and offer significant opportunities for Doosan.
8. Next Steps
Timeline:
- Year 1: Develop brand identity, launch targeted marketing campaigns, and establish a strong digital presence.
- Year 2: Expand global reach, enhance product development, and strengthen customer relationships.
- Year 3: Continuously monitor and refine the brand transformation strategy based on market feedback and performance metrics.
Key Milestones:
- Q1 2024: Complete brand identity development and launch new marketing campaigns.
- Q2 2024: Launch new portable power products and expand global distribution channels.
- Q3 2024: Implement CRM system and enhance customer service processes.
- Q4 2024: Conduct market research to assess the effectiveness of the brand transformation strategy.
By taking these steps, Doosan Infracore International can successfully transform its portable power brand and achieve its strategic goals in the global market.
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Case Description
In December 2007, Korean conglomerate Doosan acquired a portfolio of industrial portable power equipment from U.S. company Ingersoll Rand. The acquisitions, the largest ever done by a Korean company outside of Korea, were part of Doosan's strategy to become a global, full-line manufacturer and marketer of construction equipment. With market-leading products under the company's parent brand name throughout Asia, Doosan's senior management expected to re-brand the acquired products using the Doosan name. Stefan Brosick, Director of Global Product Strategy and an Ingersoll Rand veteran, wondered whether Doosan would benefit from an immediate re-branding or if other branding strategies might be more effective. Many key questions needed to be answered before the December 2008 long-range plan presentation: What effect might changing the brand name, built over 135 years, have on these products' market positions? In addition to the name, what other branding elements carried equity in the construction market? How would end users and distributors react to brand changes? How could negative reactions be minimized? And if Brosick proposed a phased brand transformation plan, how could he best position this strategy to senior management? Learning objectives: The case illustrates the strategic role of branding in business-to-business markets, the pressures managers encounter when facing new corporate brand mandates, and analyses needed to formulate and evaluate alternative branding strategies.
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