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Essay / Research Paper Abstract
A 9 page evaluation of the markets that Oticon, a Danish hearing aid manufacturer, should pursue in its attempts to increase its share of the global market for hearing aids. Oticon is a name recognized by customers and hearing professionals in several areas of the world. Already possessing a global presence in several areas of the world, Oticon seeks to increase its share of those markets in which it operates. This paper examines Oticon’s position within Porter’s diamond framework to identify available alternatives and recommend appropriate action. The paper concludes with the recommendation that Oticon continue its attention to its Australian retailers, keep its prices higher than those of competitors and actively seek to take its products into Asia. Bibliography lists 20 sources.
Page Count:
9 pages (~225 words per page)
File: CC6_KSmgmtOticonPorter.rtf
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Unformatted sample text from the term paper:
Oticon is a name recognized by customers and hearing professionals in several areas of the world. Already possessing a global presence in several areas of the world,
Oticon seeks to increase its share of those markets in which it operates. This paper examines Oticons position within Porters diamond framework to identify available alternatives and recommend appropriate
action. The paper concludes with the recommendation that Oticon continue its attention to its Australian retailers, keep its prices higher than those of competitors and actively seek to take
its products into Asia. Introduction Oticon is the Danish leader in the hearing aid industry. It has noteworthy presence in much of
the developed world, and it has a strong presence in Australia through its acquisition of an Australian former competitor, AudioSys. Oticon is a manufacturer and supplier to points of
distribution of hearing aids including public and private organizations; AudioSys maintains retail outlets directly serving consumers and filling the role of Oticon distributor in Australia. It is from this
position that the company intends to begin marketing to Asian countries other than Japan, where it already has a strong presence. Objectives The
purpose here is to assess Oticons current position in the global market for hearing aids, using Michael Porters Diamond of National Advantage. This assessment will be used to identify
alternatives available to Oticon and to inform the choice of recommended courses of action. Finally, this report will focus on marketing in the
global environment. The goal is to formulate an effective promotional strategy that will enhance Oticons position in the global market for hearing aids. Analysis
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