International Marketing & Cross Industry Growth Capstone Project

Softbank Group Corp. Milestone 1 Analyses

Learner Name: Johannes Bambang Wirawan

A. Situation Analysis & Noon NopiCompany Introduction

(briefly introduce your chosen company or brand to use for this project)Noon Nopi

(in 5 words or less)

SoftBank Group Corp. is a Japanese multinational telecommunications and Internet corporation, established on September 3, 1981 and headquartered in Tokyo. It is Japan’s No.3. telecom carrier. 1st Japanese firm to carry iPhone in 2008. Well known for ads with talking dog and Tommy Lee Jones.

Founder: Masayoshi SonFounded: September 3, 1981, Tokyo, JapanRevenue: 9.15 trillion JPY (2015)Net income: 474.1 billion JPY (2015)Subsidiaries: Yahoo! Japan, SoftBank Mobile, Sprint Corporation

Information Revolution —Happiness for everyone

B. Vision and StrategyVision

(briefly introduce the vision of yourchosen company or brand)

2 F Strategy(briefly identify the two parts that enable your company or brand to

achieve its vision)

Becoming a Corporate Group needed most by people around the world.

Flexible Strategy:• Internet of Things. • Artificial Intelligence.• Smart Robots.

Fit Strategy:• Information Revolution• Information Technology

C. Omni-Branding

For each box identify the related key associations to help you expand the branding scope of your chosen company or brand.

Region Country Company Brand

Positive • Tradition• Trustworthy

• High Tech• Futuristic

• Founder• Famous

Softbank Dog Ads

• Dynamic• Subversive

Negative • Crowded• Decreasing

• Aging Population

• Loneliness• Suicides

• Pushy• Risk-addicted• Big gamble

• Political• Bureaucratic

D. SFU Branding

Use the associations from Component 3 or add associations that evoked by people when your company or brand is mentioned. Then sort them out into the following categories.

Strong

(very frequently mentioned by members

e.g. 4 or 5 out of 5 people)

Weak

(less frequent

e.g. 1 member)

Favorable Unique (Point of Difference) Similar (Point of Parity)

• Dynamic• Subversive• High Tech• Futuristic

• Wireless City

• Renewable Energy

• Smart Robots

• Internet Business

• Telecommunications industry

Unfavorable Unique (Point of Difference) Similar (Point of Parity)

• Crowded• Decreasing• Political• Bureaucratic

• Antitrust complications &

challenges

• Speculative

• Financial & strategic implications

• Burning money

• Increasing costs

Softbank Robotics Milestone 2 Analyses


A. Product Analysis: Tangible/Intangibility Deconstruction

Tangible Characteristics(Choose the key tangible/functional characteristics/benefits of your product)

Intangible Characteristics (Choose the key intangible/emotional

characteristics/benefits of your product)

• Entertain humans• Becomes an advisor

• Make humans happy• Intellectual

B. Promotion Analysis: the 5 W’s Approach

Source: Meet Pepper the Robot Softbank Robotics (#3) Link: https://www.youtube.com/watch?v=oDeQCIkrLvc

B. Promotion Analysis: the 5 W’s Approach

Meet Pepper the Robot Softbank Robotics Link: https://www.youtube.com/watch?v=oDeQCIkrLvc

W1: Who • Softbank Robotics

W2: What • High-Tech, Low Maintenance, Special

W3: to Whom • Software Developers

W4: Which Medium • YouTube

W5: What (intended) Effect

• Softbank Robotics is looking for Software Developer to make Pepper better.

C. Price Analysis: Value Equation

Point of Parity Point of Difference

• Work Experience

Inferior Superior

• Human Image • Robot Image

Total Benefits

Total CostsValue =

Point of Parity Point of Difference

• Unknown Results

Inferior Superior

• Unfinished Product • IncreasedAutomation

The entertainment value attracted large amount of people; and 1,000 units have been sold each month for the last 7 months. Also, itincreases sales for Nestle coffee shops and Softbank telecom stores. Each Robot costs around USD 1,600; and USD 360 per month forover 36 months for subscription contract includes a network data plan and equipment insurance. Total cost of ownership is over USD14,000. Pepper cannot act as a real server like in a restaurant where Restaurants in China tried to use Robots as mobile severs andbusbots; and later on they defunct them inflexibity serving the customer.

D. Place Analysis: Convenience Add-Ons

Identify the present (or potential) convenience add-ons on the following dimensions for your chosen product.

Time • Softbank cooperates with Alibaba for Worldwide shipment. Payment with Alipay and Master Card.

Location • Nestle Coffee Shops, Softbank Telecom Stores, Master Card Café, Pizza Hut.

Variety • Besides Pepper, there are two other models: NAO, the precursor & Romeo, the daily helper.

Quantity • Limited

Customization • Unlimited Software Development possibilities

Milestone 3 AnalysesCross-Country Growth Plan

Component A


Component A.1: Decision to go abroad

Explain the reasons for the need for international expansion by your chosen company or brand.

Economic Strategic/Broader

• SoftBank Profit Plunges on Sprint Losses• Slowdown in Japan• Shares in ARM buyer SoftBank fall 10%

• Build structure and system• Manage overseas investment• Manage overseas operations

Component A.2: Choice of Region

Explain the reasons for the choice of your region for your international expansion.

Region (Continent or Sub-continent): Latin-America, China, South East Asia

ReasonsforChoice

• Gathering allies in rideshare industries like Didi and Grab to against Uber in Asia.• To incubate autonomous vehicle industries for ridesharing.• Provide Cloud services to rideshare industries to predict trends by using Big Data

Analytics.

Component A.3: Choice of Country

Explain the reasons for the choice of your “market landing” country for your international expansion.

Country: China, Southeast Asia

ReasonsforChoice

• High Potential Market for Didi (China) and Grab (Southeast Asia) • Smartphone usage expands• Very Attractive Market

Component A.4: Choice of Segment

Explain the reasons for the choice of your segment within the “market landing” country.

Segment: Riders seek simpler or quicker alternatives to taxis and public transportation

ReasonsforChoice

• sign up drivers• attracted customers• subsidies on rides

Softbank-Group-Milestone 3 AnalysesCross-Country Growth Plan

Component B


Component B.1: Product Localization

Identify and Explain the Tangible and Intangible characteristics that can be standardized and those that need to be localized between the home and cross country market.

Tangible Characteristics Intangible Characteristics

Standardized Localized Standardized Localized

• Brand• Vision• Culture

• Cloud Service• Mobile Service • Price

• CSR• Advertisement • Digital Marketing

• Happiness• High Tech• Enthusiasm

Reasons for Standardization/Localization:Emerging Economies

Reasons for Standardization/Localization:Uncharted Market

Component B.2: Promotion Localization

Identify and Explain the 5 W’s that can be standardized and those that need to be localized between the home and cross country market.

Standardized W’s Localized W’s

• Futuristic Brand• Cloud Technology• Millennials• TV & Social Media Marketing• Happiness for everyone

• Simpler Brand• Internet Bandwidth• On Demand Cars Customers• Facebook, Twitter, YouTube• Convenient Lifestyle

Reasons for Standardization Trust of the Brand and Product for The Future Value

Reasons for Localization:Trust of the Brand and Product for The Present Value

Component B.3: Price Localization

Identify and Explain the Benefits and Costs Elements in Pricing that can be standardized and those that need to be localized between the home and cross country market.

Benefits Elements Costs Elements


• Brand Image• Big Data

Technology

• Production• Price

• Quality• IT Infrastructures

• Market• Incubators

Reasons for Standardization/Localization:• Keep Softbank Image Good like in Japan• Big Data Technology standard is the same like in

Japan

Reasons for Standardization/Localization:• Emerging Market can buy the product and service• Autonomous vehicle can grow with local incubators

Component B.4: Place Localization

Identify and Explain the Convenience Add-Ons that can be standardized and those that need to be localized between the home and cross country market.

Standardized Convenience Add-Ons Localized Convenience Add-Ons

• Customization: Accessible for International Customers and local customers.

• Location:Big Cities with above average Internet Access. Cities like Shanghai, Singapore, Kuala Lumpur, Bangkok, and Jakarta.

• Time: 24 Hours by 7 Days. Including National Holidays.• Variety: Accessible via smartphone by international and

local providers.• Quantity: Rideshare cars availability based on available

subscribed drivers.

Reasons for Standardization All International Customers can use it in China and Southeast Asia Region without reregister.

Reasons for Localization:Accessible all in China and Southeast Asia Region

Softbank Group Milestone 4 AnalysesCross-Industry Growth Plan

Component A


Component A.1: Problem Re-DefinitionIdentify and explain the need for a problem re-definition that motivates you to go into your new cross

industry.

Existing Problem Definition in Present Industry Problem Re-Definition given changed circumstances in company or environment situation

• Business Climate Deterioration• Outdated Technology & Business Model• Disadvantage in sales competition

• Consolidate Financial Statement into Japanese yen• Deploy equivalent or better services and products• Sales execution done by subcontractors

Explanation for need of Re-definition in Cross Industry Growth:The major risks envisaged by the Group as of June 22, 2016 that could significantly affect investors' investment decisions.

Component A.2: Choice of Cross Industry

Explain the reasons for the choice of your new industry for innovation and growth.

Industry (B2C, B2B, Healthcare, Hospitality, Entertainment, Sports): Smart Homes, Connected Vehicle, Healthcare, Fintech, VR/AR/MR, Drone.

ReasonsforChoice

• New Solution, strategy, innovation, and originality• New Target Population• New Business model (Business model or revenue structure)

Component A.3: Choice of Key Concepts

Explain the reasons for the choice of key concepts from your cross industry or industries from the ones covered in the specialization.

Key Concepts from Cross Industry(ies): • Digitalization• Networking

ReasonsforChoice

• Easy Communication in a Global Scale• On Demand Storage Management• Trackable Products• Distance monitoring work progress

Component A.4: Incompatibilities between Present and Cross Industry.

Identify the key incompatibilities between your present and cross industry that will need to be adjusted when going into or sourcing ideas from the new industry. What are the major adjustments that have to be

made?

Key Incompatibilities: • Procurement• Manufacturing• Distribution

Major Adjustments Needed going Forward

• Human and intellectual capital• Monitoring the worksite and managing knowledge• Tracking and tracing services

Softbank Group Milestone 4 AnalysesCross-Industry Growth Plan

Component B


Component B.1: Cross Industry Product Adaptation

Identify and Explain the Tangible and Intangible characteristics that can be standardized and those that need to be adapted between the present and cross industry market.

Tangible Characteristics Intangible Characteristics

Standardized Adapted Standardized Adapted

• Brand • Vision• Scope

• Functionality• Innovation• Security

• CSR• Advertisement• Digital Marketing

• Needs• Satisfaction• Language

Reasons for Standardization/Adaptation:Functionality fit according to the industry which uses the product.

Reasons for Standardization/Adaptation:The product features aimed at satisfying specific market needs.

Identify and Explain the 5 W’s that can be standardized and those that need to be adapted between the present and cross industry market.

Standardized W’s Adapted W’s

• Smart phone-centric• Multi-Platform• Sensor Devices• Life Cycle• Cloud

• Easy to understand language• Less Sophisticated• Price• Warranty• User Guide

Reasons for Standardization The latest technology should be use to make sure the reliability of the product.

Reasons for Adaptation:Non technical explanation should be implemented.

Component B.1: Cross Industry Promotion Adaptation

Identify and Explain the Benefits and Costs Elements in Pricing that can be standardized and those that need to be adapted between the present and cross industry market.

Benefits Elements Costs Elements


• Machine to Machine Communication

• IoT

• Production• Price

• Quality• Manufacturers

• Niche Market• Cross border Industry

Reasons for Standardization/Adaptation:

• Preserve the telco image of Softbank.• Popularity of IoT.

Reasons for Standardization/Adaptation:

• Find undiscovered market but remain profitable.• Incubators open more functionality for more industries.

Component B.1: Cross Industry Price Adaptation

Identify and Explain the Convenience Add-Ons that can be standardized and those that need to be adapted between the present and cross industry market.

Standardized Convenience Add-Ons Localized Convenience Add-Ons

• Customization: Machine to Machine Communication Technology for any IoT devices.

• Location: Smart Homes, Connected Vehicle, Healthcare, Fintech, VR/AR/MR, and Drone Industries.

• Time: 24 Hours by 7 Days. Including National Holidays.• Variety: Accessible Cloud via Android or IOS smartphones.• Quantity: Based on industry popularity demand.

Reasons for Standardization • The latest technology gives speedy automation.• Reliable production service.

Reasons for Adaptation:• Cloud Business Integration which accessible via

smartphone.• Innovation based on Industry demand.

Component B.1: Cross Industry Place Adaptation

International Marketing & Cross Industry Growth Capstone Project

Marketing

Transcript of International Marketing & Cross Industry Growth Capstone Project