The Exploration Of Marketing Strategy Of SW Company

Telecom is one of the most quickly developing industries and has broad prospect. Products and technologies of telecom change with each passing day and the competition become more and more intensive. With the adjustment of investment scale and direction of telecom, domestic and oversea firms contend sharply with marketing resource. The situation become severe to the middle-small sized enterprises of telecom industry in China. As a typical middle-small sized enterprise, SW company meets the same problem. SW company has to face up to the opportunities and challenges brought about by the varieties of internal and external environments, and draws up its strategy of existence and development properly so as to be winner in the heated market competition. It has important practical significance for the research of the thesis to this event.First, the thesis starts with the present marketing conditions of SW company, it analyses the main problems of the company. At sametime, it analyses the varieties of external environments and the marketing actualities of optical telecom, which based on lots of detailed data of telecom industry and electric power industry. And then it makes a systematic analysis to the competition structure of optical telecom industry and its main competitors who are the most important of five forces, and it finds out the opportunities and threats of external environments. It also makes an analysis to SW company's internal condition to find out its strengths and weaknesses.Second, based on the research of internal and external environment of SW company, it makes market segmentation according to the products performance and character of demand. Then it determines the target market of each product according to the potential of segment and resource or ability of SW company. It uses the method of research based on basic theory and method of marketing and strategy management formulates the different marketing strategies for each target market.To ensure the fulfillment of the marketing strategies, the thesis draws up specific plan of product,price,place and promotion, and also puts controllable measures to adapt the varieties of marketing environments and to improve performance of the marketing organization. The author has worked as sales director for SW company and was familiar with its marketing situation. During the management she always felt puzzled on how to formulate feasible strategy to improvethe marketing performance. After the study of MBA and reading lots of books, newspaper and journals during the writing of the thesis, the author has the theory basis and formulates effective strategy based on the qualitative and quantitative analysis of the information which was collected from the practice. The strategy will be useful for the development of SW company, and it also provides reference for other middle-small sized companies of telecom industry.