Daylight vs Sangstyle case

Feel Ltd is a European multinational diversified in several sectors, the biggest being healthcare, lighting and consumer electronics. After a partial retreat from this last sector, Feel's attention shifted to the lighting division. Here they launched the innovative DaySign line, with the intention of changing the typical positioning strategies of the industry. Success came quickly. Predictably, then, Sang -a Corean competitor- decided to follow suit by imitating Feel's marketing strategy. Feel's top management had to decide how to react. The case enables students to become more familiar with value analysis for the customer. As regards the techniques for estimating value, the tools discussed in the case are the Fishbein Method (1967), conjoint analysis and the so-called hybrid method (Christopher, 1982). At the same time, the case offers an overview of strategic dynamics, emphasizing the winning choices of companies that successfully challenge orthodoxies. Finally, the case is appropriate for discussing defensive strategies. As with all competitive cycles, in fact, readers are reminded that imitation is inevitable. So companies need to be prepared, considering whether to react aggressively to defend market share, or to opt for co-evolution and market growth strategies