Dow Corning's Xiameter Brand: Product Commoditization and Business Model Innovation

Dow Corning's Xiameter Brand: Product Commoditization and Business Model Innovation
Case Code: BSTR446
Case Length: 13 Pages
Period: 2000-2013
Pub Date: 2014
Teaching Note: Not Available		 Price: Rs.400
Organization: Dow Corning Corp
Industry: Silicone, Specialty Chemicals
Countries: US,Global
Themes: Business Strategy, Brand Management, B2B Marketing
Dow Corning's Xiameter Brand: Product Commoditization and Business Model Innovation
Abstract Case Intro 1 Case Intro 2 Excerpts

Abstract

The case "Dow Corning's Xiameter Brand: Product Commoditization and Business Model Innovation" talks about the efforts taken by Dow Corning Corp (Dow) to reinvent its business to cater to the price conscious buyer of silicone products better. The case starts out by mentioning the history of Dow and its evolution as a pioneer in developing silicone products.

It goes on to describe the trials faced by the company due to the commoditization of certain silicone products and the resultant rise in competition. Later, the case details the new Xiameter business model adopted by the company, along with the B2B online sales channel Xiameter.com.

Issues

  • To understand the need to bring in new business models
  • To realize the importance of right customer segmentation
  • To determine appropriate pricing structures
  • To recognize the need for competitive advantage in commodity products

Contents

Keywords

Silicone, Commodity, Business Model Innovation, Customer Segmentation, B2B online sales, Brand Identity, Brand Management, Cannibalization, Product Positioning, Pricing, Information Management System, Enterprise Resource Planning (ERP), SAP, Support & Services, Product Life Cycle, Maturity stage, Competitive advantage, Xiameter, Dow Corning, Hub-and-spoke system, Make-to-order strategy

Buy this case study (Please select any one of the payment options)

Custom Search