|

Engineer Locally, Win Globally

NO RATINGS
View comments: newest first | oldest first | threaded
Page 1 of 2   Next >   Last >>
_hm
User Rank
Supply Network Guru
Engineered solution
_hm   8/14/2011 1:11:28 PM
NO RATINGS

Excellent post. Remembering you meeting at Wipro M G Road office around 20 years back. Rememberance to you from me and Shrikant.

stochastic excursion
User Rank
Stock Keeper
Re: Any examples?
stochastic excursion   7/18/2011 4:47:52 PM
NO RATINGS

Microsoft's .NET programming languages have localization built in to their function libraries.  These are limited though to number separators for large numbers, alphabet characters and so on.  Even a small nod in the direction of cultural variation can increase the usability of an application and reduce the learning curve for the user.

Prasad Bhatt
User Rank
Blogger
Re: Definition of local?
Prasad Bhatt   7/18/2011 11:23:18 AM
NO RATINGS

@Eldredge: In most product cycles, the system design needs to be modified for local market needs in terms of features, cost and performance. The system design mostly requires changes to Hardware (Board & Mechanicals), Embedded Software and Applications. There is a need to select alternate chips rather than re-designing the silicon.  Hence based on market segments, we see more customization required for consumer electronics devices (e.g. Mobile devices, TVs, Set-Top Box etc.), limited use-cases in specific consumer health devices, automotive electronics and Telecom CPE (customer premise equipment).

In most cases, the regional aspect within the country is addressed by an Application layer. Hardware is customized for a country or emerging markets mainly due to address price point differentials. Another case requiring customization for local needs is differences in standards. Usually standard differentials are taken care off at the software level. However, at times hardware customization may be needed.

Prasad Bhatt
User Rank
Blogger
Re: Any examples?
Prasad Bhatt   7/18/2011 6:45:28 AM
NO RATINGS

@ FlyingScot: The strategy of localization (rather than total re-engineering) works well if the cost and feature dimensioning of the problem are not very drastic. For instance, an ultra low cost car (an equivalent to Tata Nano) would require total re-engineering rather than localization of an existing platform.

The telecom players are able to work with very low customization on Hardware but with different sets of applications to monetize the requirement.

anandvy
User Rank
Supply Network Guru
Re : Engineer Locally, Win Globally
anandvy   7/18/2011 5:59:16 AM
NO RATINGS

"A deep understanding of the local market to adapt to market differences"

Prasad,

 What is the best way to understand the local markets ? For example companies find it tough to understand and do business with China. Do you think its advisable to make tie up with local companies so that you get expertise who understands local market better ?

Eldredge
User Rank
Supply Network Guru
Definition of local?
Eldredge   7/15/2011 7:28:51 AM
NO RATINGS

Prasad,

    Based on your experience, what do you define as local, for a global company? Do you mean regionally with a country, or a larger scope than that? Does the definition change based on the industry in question?

 

mfbertozzi
User Rank
Supply Network Guru
Re: Any examples?
mfbertozzi   7/15/2011 3:26:07 AM
NO RATINGS

It is a good question Flyingscot; it is not my aim to overtake Prasad, I leave him maybe a deep reply and more details. Anyway, from my point of view, mobile telecom could be a good example and an answer to your question. For major providers in fact, we are assisting to a global brand but a market strategy focused on customized needs raised locally; in general also assistance is arranged tipically by employment of local resources, to fit better end users mindset or basically local language.

prabhakar_deosthali
User Rank
Supply Network Guru
A proper mix of original+local wins the customers
prabhakar_deosthali   7/15/2011 2:02:51 AM
NO RATINGS

Apart from giving the local flavour to the product, using the global brand imgae of the procduct also helps in a major way.

The fact that a global company is specially tailoring their popular product as per your local style and fashion itself attracts the consumers to this prodcut because it enhances thier self-esteem.

One advt by the mobile company MAX comes to my mind. They advertise the loud sound of their mobile as the plus point in Indian market because the Indian consumers like it loud.

 

Another strategy by Mac-donalds to have local flavour to their burgers while keeping the original quality french fries  and the original look and feel of thier shop layouts throughout the world is in my opinion a good mix of Originality+ Global brand imgae + the local flavour.

 

FLYINGSCOT
User Rank
Supply Network Guru
Any examples?
FLYINGSCOT   7/14/2011 5:43:34 PM
NO RATINGS

I read your article with interest.  Would you be able to share with our readers any examples of where this strategy worked and where it did not go so well?

elctrnx_lyf
User Rank
Supply Network Guru
Re: Local and global
elctrnx_lyf   7/14/2011 2:16:18 PM
NO RATINGS

Truly a great article. And this is what major global companies are trying to do by establishing their development with in the local markets. This may not be applicable to all markets like aviation, telecom etc. But surely applies to any product that touches the human like energy, medical and consumer electronics.

Page 1 of 2   Next >   Last >>


More Blogs from Prasad Bhatt
System product companies can outsource more functions, but they need to maintain certain standards for managing a dispersed supply chain.
Electronic equipment makers are turning to concept-to-product outsourcing to further reduce cost and accelerate time-to-market.
Twitter Feed
EBN Online Twitter Feed
EBN Dialogue / LIVE CHAT
EBN Dialogue enables you to participate in live chats with notable leaders and luminaries. Open to the entire EBN community of electronics supply chain experts, these conversations see ideas shared, comments made, and questions asked and answered in real time. Listed below are upcoming and archived chats. Stay tuned and join in!
Archived Dialogues
Live Chat 01/15: CPOs Re-Shape Their Business Roles
Increasingly chief procurement officers (CPOs) are re-shaping their organizational role to focus on creating results far beyond cost controls. A new IBM survey explores how.
Live Chat 11/12: Examining the Cyberthreat to Supply Chains
The number of cyberattacks is on the rise and hackers are targeting the supply chain. Drew Smith, founder and CEO of InfoArmor, will be on hand to discuss the reality of today's threat landscape and what to do about it.