When it entered the microwave market in 1992 the Galanz Enterprise Group, a China based microwave oven manufacturer, built a disruptive foothold with a small, energy-efficient, cheap microwave oven designed for middle-class families in China. With only 2% of Chinese households owning microwave ovens, demand was stimulated by a national campaign to educate consumers. The company took advantage of economies of scale and expanded its manufacturing automation to further reduce price, making it acces...

BPIR Categories

3.2.3 Develop&integrate technology/innovation into concept
4.1.4 Develop & implement marketing strategy
4.1.1 Identify market segments & target customers
2.2.4 Formulate and review business unit strategy

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