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The Research of Development Strategy of China Market for ETI Corporate

Author: GaoYongQuan
Tutor: WuQingSheng
School: Shanghai Jiaotong University
Course: Business Administration
Keywords: Chinese market Marketing Strategy Market segments The target customer base Locate
CLC: F426.3
Type: Master's thesis
Year: 2011
Downloads: 26
Quote: 0
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Abstract


ETI manufacturing company in 2006 to enter China and has a factory in Xiamen , the production of aluminum extrusions for the substrate front panel components , but have failed to develop the Chinese market , only five hundred thousand U.S. dollars in sales in mainland China in 2010 . The company to replace its senior management , the change in strategy to open the Chinese market , increase sales and market share . This study first potential market demand in China , the company's ability to meet development goals ; Second, in the Chinese market is able to find outside of the communications industry, market segments and target customer base , balancing the company's business , to reduce a particular industry severe dependence ; Finally, the possibility of the selected target market segments and target customer base , according to the company 's strengths and weaknesses analysis reasonably determine positioning the company . Through market research , collect data , expert interviews and other methods to understand the macro environment facing the company , the market environment , estimate the size of the market speculated that the company's products in China . Through customer visits , investigate and understand customer needs preferences , and industry conditions and key competitors analysis to complete the analysis of the external marketing environment . Then , based on the company 's internal resources and capabilities to understand competitors and the company 's own strengths and weaknesses , accurate market positioning according to the situation of the company . Furthermore, the industry segment of the Chinese market and selected the target customer base , so as to formulate a marketing strategy for the Chinese market , the company ETI . This study ETI companies to develop strategic business development , reasonable position to provide a basis for decision making . The research process and ideas can be ready to draw a miniature foreign-funded enterprises in the development of China's market reference role .

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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