| With the obvious trend of economic globalization , the world shows a keen interest in the study of MNC , which are the major form and indicator of economic globalization . China , as the one of the fastest-growing countries in the past two decades , receives increasing attention from more and more MNC .almost all the major MNC have been involved in the development of China and are becoming the new incentives for the economic growth of this country .Hence it is of realistic importance to the study and expound the strategies of those international companies operating in China, Although total strategies is an dispensible unity for the companies, it is still has to be materialized and realized by the implementation of specific strategy components , among which marketing strategy is the most vital one . A successful marketing strategy of a certain international company directly decides the success of corporation's total strategy in China .in view of this basic understanding. This essay mainly limits its explanation in marketing strategies carried out pursued by the international companies in China, and focuses on the refrigerator market as its specific field of study. This essay analyzes the gains and losses in the marketing strategy carried out by MATSUSHITA ELECTRIC, thus to further expound the success and failure shared by foreign corporations in marketing their electric appliances in China's market. It is hope that the strategy study illustrated in this essay can provide some experiencefor China's domestic companies and to some extent prepare them for MNC when they are ready to expand their international market, before entering SCU for my MBA courses, the author of the essay worked for 3 years in Marketing Department of CORPRATION MATSUSHITA ELECTRIC OF CHINA (CMC) and WUXI MATSUSHITA REFRIGERATOR CORPRATION (WMRC),. The work there was an experience which familiar with the marketing strategy of Japanese-funded companies, their management mechanism as well as China's electric appliances market. Two year's systematic theoretic study gives the author a more profound understanding of the marketing strategies of modern corporations, and enable writer a better insight to the progress and drawbacks experienced by MATSUSHITA , by analyzing the growth of MATSUSHITA ELECTRIC in China, the essay intends to reflect the fierce competition and development trend facing both foreign companies and famous domestic electric appliances producing companies .As a strategy study this essay reviewed the background of the company, analyzed its basic situation in the early time and its operational performance, some management problem are listed in the essay, the key difficulties, the company faced are highlighted , after a science result analysis through the enterprise diagnosis , the root reasons are identified , the theoretically solutions and procedures are provided, combined with market researching macro and micro environment analysis, based on these analysis , a long term plan and objective is formed .the refrigerator is segmented ,and the target segment is identified . finally , a 4P strategy included product ,price , channel, and promotion is formed , taking into consideration of past success, the assurance system included human resource , organization etc and deeply studied .In order to better understanding this topics, this essay has reference to many relative book and document, try to put theories and practice together. Through this study help the writer improved the capability of combining the theory and practice. Result in a full solution for company and promoted its development. The study isalso helpful for other enterprises with the similar scale and ownership.As limited by the short experience and lack the support of system marketing understanding ,this essay is far away from perfect, at the same time this essay has not discuss the role of modem information technology on the marketing data treatment and marketing executive etc. these issue should be continually learnt in future study and workin... |
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