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Identification Of Problem ( S )

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IDENTIFICATION OF PROBLEM(S) The problems that Dow Corning faces are that they have customers who do not want to pay the additional fees regarding customer support. Another problem is that they have two similar brands available for their customers. The newest brand, Xiameter brand targets the customers who know what they want and require little to zero customer support. The second brand/ model, Dow Corning, are for customers who are either first time buyers or require additional customer support. The problem of cannibalization could have been an issue because both models are very similar to each other. Another problem is to continue to be innovative through their e-commerce; they have major competitors such as Alibaba who dominate the market share in China at 50%. The problems found within the company are all solvable with the innovation and success that the company has been creating through their previous years. DECISION CRITERIA Dow Corning offers two brands that target different areas that consumers find beneficial. The Xiameter brand allows consumers to lighten the cost with no customer service, while the original brand offers a high cost but there will be more customer support. The company has expanded its market and allowed it to keep existing customers longer and take on new customers with ease. The differentiation between the two models is what makes Dow corning successful. ANALYSIS The first issue that Dow Corning faced was the need for a cheaper cost

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