制定全球营销战略

4.14.2Tambrands4.34.44.54.64.74.8/4.94.104.114.124.134.144.1111.15151Source:VijayJolly,“GlobalStrategiesinthe1990s,”TheFinancialPost,February15,1997,p.S6412IBM2.,42843.4429430LogitechSA,4.7080ABBABBABB90(Corporateroles),443117174.2Tambrands1TambrandsTampox44901996Tambrands6.62128280TambrandsPlaytexProductsKimberly-ClarkTambrands45701.2.3.4.://://“TambrandsAdsAimtoOvercomeCulturalandReligiousObstacles,”TheWallStreetJournal,March17,1997,p.B8;SallyGollBeattyandRajuNarisetti,“P&G’sPlanforTambrandsSparksQuestionsaboutAccountSwitch,”TheWallStreetJournal,April10,1997,p.B15;SharonWalsh,“Procter&GambleBidstoAcquireTambrands;DealcouldExpandGlobalSalesofTampax,”TheWashingtonPost,April10,1997,p.C01;andKelleyHolland,“ANewHomeforTambrands,”BusinessWeek,April21,1997,p.48.A.C.Nielsen199622252Tambrands0.63.358Tambrands17100TampoxTambrands50TambrandsTambrandsTambrandsTampoxTampoxTampoxTambrandsTambrandsTambrandsTambrandsTambrandsTampoxTampoxTambrandsTambrandsTambrandsTambrands650026TampoxTambrandsTambrandsTambrands18.5198024RelyTampox432TampoxTampoxTampoxTambrands5AlwaysTampox1.85TambrandsTampoxTambrands://(1)(2)(3)(4)44354.41DiwaliRahulChatterjeeDiwali199611ChatterjeeChatterjeeChatterjeeChatterjeeChatterjeeChatterjee1.Chatterjee10025ChatterjeeChatterjeeC4.4-1Chatterjee1.2.?3.?1ThiscasewaswrittenbyProfessorJamesE.Nelson,UniversityofColoradoatBoulder.HethanksstudentsintheClassof1996(Batch31),IndianInstituteofManagement,Calcutta,fortheirinvaluablehelpincollectingalldataneededtowritethiscase,HealsothanksProfessorRogerKerin,SouthernMethodistUniversity,forhishelpfulcommentsinwritingthiscase,Thecaseisintendedforeducationalpurposesratherthantoillustrateeithereffectiveofineffectivedecisionmaking.Somedataaswellastheindentityofthecompanyaredisguised.©1997byJamesE.Nelson.Usedwithpermission.Chatterjee4000Chatterjee4000400C4.4-11990~2005()1990601991901992150199320019942201995240199625025025019973203703001998430540400199957080055020008001200750200110001500850200213001900900200315002100750200416002100580200515001900420(1)2~510Chatterjee50102402015~254363501100199613515452040202000~70001~210Chatterjee90Chatterjee18~245102.80199112353Chatterjee:Chatterjee714Chatterjee4437438ChatterjeeChatterjee1811Chatterjee1996Chatterjee11CarrierElectroluxGoldstar3.1975CulliganTampa19961996450001240003801980Belize198519961.47000300040001990198919911994Chatterjee4.4439Chatterjee5000ChatterjeeChatterjeeChatterjeeChatterjeeChatterjee5.100ChatterjeeEurekaforbesEurekaForbes1984ElectroluxForbesCampbell/Aquaguard10EurekaForbesPuresip2500199655002000Chatterjee2301907ChatterjeeEurekaForbes19961.2111100EurekaForbes80IonExchangeIonExchange1994PermutitPermutit1985IonExchange(Zero-Bacteria)8IonExchangePuristore202000200Chatterjee7Chatterjee10ZeeDDChatterjeeIonExchange301000IonExchangeChatterjee1996IonExchange1023001982491983199119969ChatterjeeAquarius40008PSI3.844~677ChatterjeeAquarius440444110ChatterjeeAquariusAquariusChatterjeeAquarius1004ChatterEurekaForbes2103000(70)Aquarius125400EurekaForbesChatterjeeS&SIndustriesDeltaDeltaAlfa43006500SymphonySpectrum4000CoimbatoreSam5200612Batliboi,Chatterjee1996619100BajajElectricalDivision5Chatterjee1996Chatterjee10~156.Chatterjee20~2520~25ChatterjeePolarIndustriesMiltonPlasticsAurangabadVideoconAppliancesBPLSanyoUtilitiesandAppliancesOnidaSavakHawkinsIndiaVoltas442(1)(199515~27)Chatterjee1Chatterjee203~62.5Chatterjee4-122Chatterjee3Chatterjee3500041.5Chatterjee2804503004/Chatterjee(C4-2)Chatterjee/C4-21998/55000110000430000/110004000800030000/11000400070004000072001400088000Chatterjee5500590065041004400300Chatterjee8001000100650300Chatterjee/ChatterjeeChatterjee5505004002001998~1999Aquarius4.5Medico-DevicesInc.1.Aire-I9519~15100234Aire-IPVC70301602Aire-I595444332015456Aire-I94115V60HZ380332.150121255000~1000025000~3000010Aire-I10~1510Aire-IAire-I941103.Aire-IAire-I2480470044444451979~198517351860160020060071015~20Aire-I110004.1818Aire-I1500~22001200~170015005.C4.5-11051054844229425467224245524351204001.2.Aire-IC4.5-1C4.5-23.110022001500446C4.5-225~3435~4445~5455~6425~3435~4445~5455~6435.551.034.531.134.044.833.030.01.02.03.14.90.00.00.70.422.619.535.743.215.915.115.618.940.927.526.720.850.140.150.750.725~3435~4445~5455~6425~3435~4445~5455~6451.440.033.832.030.418.517.813.04.33.85.15.83.71.71.71.120.925.132.542.19.77.26.49.823.431.228.620.056.272.574.176.04.6Caterpillar1904DanielBestBenjaminHolt39199718919505700012000110002511199624351.C4.6-1980,980C4.6-11992