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DBL new product marketing strategy research

Author: LiWei
Tutor: RenShengGang
School: Central South University
Course: Business Administration
Keywords: DBL wallpapers strategy position market position marketing strategy market development strategy
CLC: F274
Type: Master's thesis
Year: 2011
Downloads: 110
Quote: 0
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Abstract


For many companies, new product is always the key of development and profit growth. However, after new product development has been succeeded, new product market development strategy will become very important to successfully market new product and obtain growth and competitive advantage in the long run, and it is also the key to achieve the ultimate victory of new product management. Thus a company should consider how to effectively make new product market development.Firstly this article summarizes the theories of market development strategy from the aspects of corporation strategic management theory, market promotion strategy theory, and new product innovation management strategy theory. And these provide the basic theoretical framework for statements and analysis in next parts of this article. As the author works in DBL, so he chooses a new product of DBL-wallpaper as a practical case to analyze how to carry out the market development strategy effectively. Based on the SWOT analysis of DBL, combined with analysis of the characteristic of wallpaper industry and environment of market, the author consider that market development strategy of wallpapers should be carried out from three aspects, that is strategy position, market position and marketing strategy. In strategy position, this paper analyzes the competitive strategy, brand strategy and product strategy; in marketing position, this paper analyzes how to conduct market segmentation, target market choice and market positioning correctly; in marking strategy, this paper focuses on some crucial strategies such as pricing, channel and promotion. Finally, this paper explores the implementing effects, analyzes the potential risks exist in this project and provides some evadable measures.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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