Guangzhou LG-Jackson CommTech Co.,Ltd.

This paper consists of two parts: The Case and The Analysis of the Case.It is a fast-developing era for the telecommunication technologies nowadays. The life-period of these products is so short that this market appears fluky. In the Case, Guangzhou LG-Jackson CommTech Co., Ltd. quickly shifted from its old market to a new one, as the former had greatly changed. According to the product resources and technical advantages it possessed, the company established its marketing reference after studying the market environment of the broadband access product. The company then carried a program through market segmenting, market targeting and market positioning, and finally chose its own market strategy. Thus the company stepped forward into the new market; also it faced some new challenges.The Analysis of the Case is made up of four sections. In the first section, the writer makes a description of the industrial background in the field of broadband access services. The second section is the main one in which the writer analyzes the market opportunity in this field, five powers of competition, market segmenting, targeting, and positioning. The end of this section applies a tool of 4P-analyse. In the third section the writer makes a discussion on the development trend of the field. In the fourth section, the writer puts forward some proposals that can be reference on the strategies of products and marketing in the future for the related staffs.