New-entry strategies for commoditized market based on information analysis

In this study, we focused on two foreign companies as successful examples of new entrants in the commoditized vacuum cleaner market, and clarified the factors that enabled them to gain a high market share in the market. We collected and analyzed intellectual property information and internet information, and examined the IP strategies of the companies based on a strategy deployment map and SWOT analysis. The results of the analysis showed that the two companies have a distinctive filing tendency in the vacuum cleaner market category (cyclone and robot vacuum cleaner). In addition, it was found that both companies have acquired a high share of the vacuum cleaner market through their brand power, even though similar products have appeared.