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Study of SGS ROHS Test Differentiated Marketing

Author: ZhangWei
Tutor: FeiHongPing
School: East China University of Science and Technology
Course: Business Administration
Keywords: ROHS testing market segmentation differentiated marketing
CLC: F203
Type: Master's thesis
Year: 2012
Downloads: 181
Quote: 0
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Abstract


The third party testing service in China has only 20 years history and most of the companies have no marketing concept in their business operation. But after China became the member of WTO, more and more the third party testing companies come to China and the market competition has become very fierce. How to seize the biggest market share and how to keep the leader role in the testing market, some essential points are market segmentation, market positioning and differentiated marketing.This essay has introduced the differentiated marketing concept to the third party testing market. It takes Shanghai SGS as a study case which using Michael Porter’s Five Forces Model, SWOT analysis, STP market segmentation.At first, I give a general review of China ROHS testing service, and then analysis the special characters for ROHS testing service. Then the case study for ShangHai SGS, using Porter’s 5 forces model to analysis SGS’s microcosmic competition environment, using SWOT model to analysis SGS’s strength, weakness, opportunity and threaten, using STP market segmentation to analysis the customer market and then try to apply the differentiated marketing into SGS ROHS testing market strategy.According to marketing research data of customer’s different demands, suggest differentiated marketing strategy for 4 types segamentation market, EU&Amercian companies、Japaniese companies、Chinese Companies and other area’s companies.

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