(2021), "Strategies in Emerging Markets", Transformation of Strategic Alliances in Emerging Markets, Volume I, Emerald Publishing Limited, Leeds, pp. At the end of the book, the authors have tried to assess how and to what extent those strategies are applicable and helpful for a firm operating in EMs. The reason for compiling the various strategies is because one can clearly understand from the literature that researchers do agree in the value of a strategy, but there is no shared view among researchers of what a strategy is, what its benefits are, and how it should be developed, implemented, and evaluated. Competitive strategies, market entry strategies, developing marketing strategy, and Porter's competitive strategies don't directly deal with EMs but they are deemed to be helpful and relevant to the research problem in the study of the transformation of strategic alliances in Eastern and Central Europe. Moreover, competitive strategies, market entry strategies in the international market, developing marketing strategy, and Porter's competitive strategies are also presented and discussed. Open Access This is an open access article distributed under the CC BY-NC 4.0 license.This chapter compiles and summarizes the various strategies in the literature about emerging markets (EMs). Published by Atlantis Press International B.V. The research results show that Tesla adopts skimming pricing to transform into penetration pricing, and finally puts forward that Tesla may adopt prisoner pricing combined with digital transformation in the future, which has important reference value for domestic new energy vehicle enterprises. 2.1.1 Penetration pricing A company that employs a penetration pricing strategy charges a lower price for a product or a service than its usual, long-term market price to accelerate the adoption of the new-to-market product (Ingenbleek & van der Lans, 2013). However, the pricing strategy of the SME sector in Al Buraimi is to try to set suitable prices for its products and services by studying and analyzing the local market and the level of. Penetration pricing is a pricing strategy that is used to quickly gain market share by setting an initially low price to entice customers to purchase. The lower price helps a new product or service penetrate the market and attract customers away from competitors. They are more interested in building a sustainable relationship, than in ensuring a single transaction. Modern marketers start from customers rather than from products or services. Penetration pricing is designed to enlarge market share and exploit economies of scale or experience (Tellis 1986). Marketing plays an important role in helping healthcare professionals to create, communicate, and provide value to their target market. Although Blockbuster dominated the home entertainment market, it was also associated with late fees and limited selections. Penetration pricing is a strategy used by businesses to attract customers to a new product or service by offering a lower price initially. A penetration strategy involves charging a low price to rapidly reach a wide fraction of the market and initiate word-of-mouth (WOM) (Dean 1976, Nagle et al. In the late 1990s and 2000s, DVD rentals were becoming mainstream. For example, a business that sells ladies’ bags may decide to charge 250 based on three options a premium approach, matching competitors’ prices, or offering discounts. This article takes Tesla as the research object and analyzes the transition from skimming pricing to penetration pricing and possible factors affecting its pricing based on Model 3. On the contrary, some firms use a penetration pricing strategy by fixing a lower price than that of its competitors to gain a high level of market share. Netflix is a powerful example of using market penetration pricing to edge out a major competitor. Businesses make pricing decisions when determining the prices for their products or services. Tesla’s success can be a reference for domestic companies that are about to enter the new energy vehicle market. As the leader of new energy pure electric vehicles, Tesla has opened up a new automotive market segment. With the aggravation of climate warming and air pollution, the development of new energy vehicles has become an inevitable choice for every country.
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