Business Commons^™

한국그런포스펌프㈜: 마케팅활동의 현지화 및 차별화, Seong Yeon Park, Hong Jai Rhee, Young Hyuck Joo

Asia Marketing Journal

This case study explores various marketing strategies of Grundfos Pumps Korea Inc. that has become a front-runner in the industrial pump market of Korea as the enterprise that got into the business later. Grundfos Group, a multinational company with its head office in Denmark, has acknowledged diversity of each country and has granted its subsidiary companies with discretionary power so that they can establish marketing strategies suitable for the market they were competing in. Grundfos Pumps Korea has been very successful in its localization and differentiation of marketing strategies. First, Grundfos Pumps Korea achieved the trust of their customers by …