某红酒生产企业，经过分析后，决定采用产品开发策略，针对本国现有的女性人群推出一种新型的红酒。为使产品打进市场，在对市场进行深入调查分析后，决定以白领女性顾客群体作为其目标市场。产品最初推向市场的时候，为使自己的产品获得稳定的销路，给消费者留下美好的印象，该公司从红酒定价入手，确定了一个很低的市场价格，吸引了很多的顾客，几年之后逐步占领了市场。但不曾想到的事情是，好景不长，由于越来越多的女性消费者认识到红酒有一定的危害，红酒销售数量开始急剧下降，造成该公司的产品销售开始下滑。针对这一情况，该公司决定改变策略，决定将其女士红酒推向女性饮酒者数量很多的邻国。经过努力，该公司在邻国市场上取得良好的业绩，销售增长率，不过市场占有率较低，有待进一步提高。 要求：根据以上资料及有关理论，回答下列问题： （1）该公司在本国市场上的战略失效属于什么类型？战略失效的原因是什么？ （2）根据波士顿矩阵法，该公司产品在邻国市场上属于什么类型的产品？ （3）该公司采用的是什么定价策略？
【答案】（1）由于该公司推出新型红酒后，最初销售状况良好。但随着市场环境发生改变，企业面对的现实市场状况与最初的预测开始产生越来越大的差距，战略所依赖的基础就显得越来越糟，从而使失效率大为提高，这属于战略失效中的晚期失效。 （2）由于该产品推向邻国后，在邻国市场上取得良好的业绩，销售增长率，不过市场占有率较低，有待进一步提高，由此可以判断属于波士顿矩阵中的问号产品。 （3）市场渗透法是指在新产品投放市场时确定一个非常低的价格，以便抢占销售渠道和消费者全体，从而使竞争者较难进入市场。该公司从红酒定价入手，确定了一个很低的市场价格，几年之后逐步占领了市场。说明采用的渗透定价法。 Solution: （1）The strategic failure of the company should be classified as late strategic failure. After the company introduces the new red wine into domestic market, the sales is good at the beginning. However, with the change of market condition, the difference between the actual market condition and the initial forecast becomes larger, so the basis which the strategy relies on becomes worse, which increases the possibility of strategic failure （2）The products should be classified as question marks products according to Boston Matrix. As the product is introduced into the foreign market, the performance is good as the growth rate is high, but the market share is not high （3）The company uses market penetration pricing method, which means that new product is introduced into market with low price in order to gain a large market share and associated economies of scale before competition builds. As the company determines a very low price for the red wine, and gains large market share in several years, we can conclude that the company use market penetration pricing method