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Strategic Agility in Turbulent Markets: The Tingyi Story
Presented byMD. MUSTAFIZUR RAHMAN SonnetB.Pharm, M.Pharm, PGD
Contents• Overview of Tingyi Story• Critical Insightful Points
CC-DV-TP Formula Marketing Mix 4Ps Winning Formula in Turbulent Market OODA Cycle
• Examples
Overview of Tingyi storyFrom Tingyi Story
How a Leading company has failed to capture a new market(Uni-President)How a small company able to capture the same market(Tingyi)
Facts
Strategic Agility-Tingyi switch faster from reconnaissance to aggressive exploitation - Uni-President spent more time to making perfect plan.
Real fact on the ground-Tingyi migrated to china to observe the real situation of market.-Uni-President sitting on its Taiwanese Head-Quarter to making strategy
Causes of Tingyi’s Success
Factors Uni-President
Tingyi
Customer Driven X √Understanding Target Customer X √Finding Opportunities X √Customize Business Plan X √Adapt to New Market X √
Applying CC-DV-TP FormulaInitial Step of Marketing/Business
Tingyi -√
Uni-President -X
C- CreateC- Communicate
D-DeliverV-Value
T-Target MarketP-@ Profit
Feedback From Market
Target Customer Group
Tingyi -√
Tingyi -√
Marketing Mix 4PsProduct
Price
Place
Promotion
Designing and developing product according to the consumer needs and wants
Pricing the product according to target market and affordability
Making availability of the product to the target customer by effective network
Communicating the new market , offering to the target customer
Winning Formula in Turbulent Market
The Wei brothers successfully did this - They anticipated faster than Uni- President. - Respond faster than Uni-President. - Acted faster than Uni-president.
In turbulent environments, the OODA Cycle acts a keystone that uncover the opportunity to create a new business or/either improve existing operations
“An adaptive organization continuously observes its environment looking for mismatches. Based on orientation, it decides and acts. When it acts, it chooses to either improve existent operations, create something new, or do some mix of the two”
Improve/Change Existing Business
Create New BusinessTingyi’s-Ready-to-drink tea-Sandwich crackers
Tingyi’s-Low price noodles-Different flavor
Example of Market adaptation:-European Vauxhall Nova car; ‘no va’ means ‘does not go’ in Spanish. So they had to change their name in Spain.-Popular British Fridges in Spain were too small. New Size bottle had to design for Spanish market.-Mr. Clean the cleaner becomes M. Propre in French.-Danone had to change to less lactose yogurt for Chinese.
