Positioning Kone’s Products and Services

“A unique elevator user experience is more than a ride – it’s an experience that stays in passengers’ minds and adds value for the building and its users.” – KONE

Positioning Kone’s products and services leads us to the combination of their Functional attributes (first circle) of people flow and the numerous Emotional aspects (second circle) that they are able to incorporate to their brand. Kone has moved beyond its simple functional aspects and understand the emotional need that end-customers have, which it translates into its products and services.

Kone’s current positioning strategy is in line with the South Korean market needs and therefore will not need significant adaptation when entering the market. The high quality, technologically advanced, energy efficient and innovative People Flow solutions the company provides, seems to be what the future cities in South Korea are seeking for.

Looking back at the cultural dimensions that were analyzed for generally doing business in South Korea, we can make several educated conclusions about Kone’s product and service characteristics and their suitability for Korean cultural needs.

As Korea is a collectivist and long term oriented society, they tend to seek for long term relations. Kone is able to provide a long lasting business relationship through its ability to support all phases of creating a design and construction of products, followed by maintenance and modernization for the future. Through this the company is able to create a “one-stop” service provider feeling and create a long lasting, mutually beneficial business relationship.

 

Furthermore, their uncertainty avoidance makes Kone’s products the perfect match. The technologically advanced, precise, innovative and safe machines could provide the culture the necessary confidence it needs to feel at ease.