MBA attention| How would you pronounce "A Woman without her man is nothing"?

Today I would like to share with you a case study of MBA teaching. The participants in the case are Chinese and Western teams, and the case begins with "how do you read'A Woman without her man is nothing'?"? Start.

The host of the case event chose Chinese and Western men and women to read this sentence with great "ingenuity". Here are two different expressions that appeared at the scene:

A Woman: without her, man is nothing .

A Woman, without her man, is nothing .

The reason for using this prologue is that participants are expected to understand that even in the same country, different family backgrounds can affect people's way of thinking, not to mention being in different regions and countries, coupled with family relations, will have a greater influence on the way of thinking. And thinking is the initial driving force that dominates behavior.

The discussion of the difference between Chinese and Western thinking is carried out around the actual case, in view of the difficulties in the implementation of the project to express the team's views.

Every successful event comes from its interlocking details, so first of all, we would like to thank this excellent case.

Case background

Background: Lipse focuses on the R & D and sales of intelligent coffee machines, creating a new way to manage and pay for Internet + coffee machines-real-time feedback on the use of the machine, and one-click payment support for Wechat and Alipay. Consumers can not only easily and quickly complete the payment through mobile payment methods such as Wechat and Alipay, but also learn about their coffee habits and participate in a variety of preferential activities through Wechat official account APP after joining members. Operators can monitor the status of equipment and materials anytime and anywhere through the backstage system and official account APP administrator mode. Partners can visually manage orders and information flows efficiently and understand the profit status in real time.

The smart coffee machine carries an Android smart screen that allows relevant advertisers to place corresponding ads.

Current situation: Lipworld has its own stable market in Beijing and its surrounding areas, and is gradually expanding and strengthening. The team hopes to open up the East China market as well as the North China market, especially in metropolises like Shanghai, which will be one of their key goals. Based on Shanghai's international environment and strong coffee atmosphere, if we can win the market of the film, it will be a huge improvement for the whole world.

Problem: due to the team's overall "soil and water", coupled with the time in Shanghai is not long, the lack of in-depth understanding of the local market in Shanghai, in order to open the market gap, has become the most distressing thing for them.

The existing business model: Lipson provides companies with free imported coffee machines, as well as a variety of raw materials for making coffee. The company only needs to pay the price of raw materials to allow employees to enjoy a cup of mellow imported coffee; if the company's budget is limited, employees can also choose to buy a certain amount of coffee raw materials in their own name, so that they can enjoy imported coffee without having to buy coffee machines. more importantly, the price of coffee is much cheaper than that sold in coffee shops such as Starbucks.

As for the maintenance and maintenance of the coffee machine, as well as the consumption of coffee beans, all the built-in chips of the coffee machine record certain data, so as to achieve continuous use and supply.

Here are the different answers given by the Chinese and Western teams on the current problems encountered by Lipworld Coffee in the Shanghai market:

Western team:

The Western team offers three solutions, all of which without exception focus on the coffee machine itself, such as:

Change the screen advertisement into a screen game to enlarge the effect of leisure and entertainment, so that employees can enjoy a short period of fun while drinking coffee.

Change screen ads to social software to amplify employees' motivation to make friends, especially for single employees.

Change the screen advertisement to the company's internal electronic bulletin board.

They believe that the improvement and optimization of the product itself will actively attract customers, and it will naturally be easy to open the market.

Chinese team:

Compared with the Western team, the Chinese team focuses more on discussing the issue itself, that is, "how" to open the market. The two points are summarized as follows:

1. The establishment of the channel: the establishment of the channel depends on the network.

To open the market, networking is very important, including the team's own understanding of the local market and good at public relations, to be able to get in touch with key people of the target company.

two。 The establishment of brand: the concept of brand is the key to take root in the hearts of the people.

The establishment of the brand includes optimizing the product itself, adding the concept of environmental protection, holding tasting meetings to expand awareness, obtaining the user experience of the existing market, and achieving the mutual communication of user experience.

They believe that offline or online contact with third parties is the most effective.

No matter which side's opinion, when we listened to each other's explanation, we all suddenly realized. Can not help but find that when looking at the problem itself, it is easy to be trapped in the inherent circle, lack of some global perspective. If it is an international team, it will bring a lot of sparks of thought collision, and look at the problem will be more perfect.