On Market Positioning Of Fusheng Company

FuSheng company was founded in 1953. It is the biggest Air Compressor manufacturer in TaiWan. In 1993, FuSheng group came into existence BeiJing FuSheng Machinery co.ltd. according to joint-stock form. In 1995,early or late, setting up shang Hai FuSheng company and ZhongShan FuSheng company.Accordingly, FuSheng became the biggest scale Screw Air Compressor manufacturer in China. Our country's compressor industry was founded and developed after new china setting up. Produce level has stepped up after reforming and opening, In our country, as FuSheng company the same as Screw Compressor manufacturer is mostly Shanhai compressor company,WuXi compressor factory etc.. These enterprises revenue's summation was 2.1hunred million RMB~2.3hundred million RMB. It is 7% of the whole craft. Moreover, other enterprise, for example FuSheng,IR,Atlas and Sullair's total revenue is 14.7 hundred million RMB, 47.2% of the whole craft. So, for these figure, we know screw compressor is mainly product in compressor's market.Now, that makes use of compressor is industrial enterprise. For instance, Power plant,Chemical factory,Colliery etc.. they are in economic evolutional area. For example: Beiing,Shanghai,Guangdong etc.; or in industrial or mining province. For instance, Liaoning,Shanxi,Heilongjiang and so on. These target customer's needs were mainly products, price and services. But service is the most important factors. Furthermore, as a result of industry market's character, compressor market has some feature too. Such as, buyer is concentrative; the purchaser is specialized.Towards FuSheng company, faced some big difficulty:Circumstances of market competition is mutation.Product quality doesn't go up.FuSheng company know a little about market.In a word, according to the market, I thought market positioning could solve all of these difficult problems.Any enterprise couldn't be satisfied with all of market's needs by itself. Not only enterprise's condition, but also economic gaining are not worth doing. Don't to do anything.FuSheng market segmentation's evidence:Customer's needs otherness. Limited resource and effective competition.FuSheng company's necessity about segmenting market.Analyzes opportunity and selects market.Centralize source in order to win.Build up marketing strategy's efficiency.FuSheng company's market segmentationBase on produce type.Base on area.Base on enterprise.FuSheng company market segmentation was evaluated by 4R rules. It thought that it could be content with FuSheng's needs.FuSheng's new return:FuSheng company's revenue was 12 hundred million RMB in 2003. there were 11.3 hundred million RMB. This result was a little high than other competitor. Much of revenue was from service.In addition, from apiece area market developing, every factory's thing was pretty much the same thing. No matter what who want to success is not anything the matter. FuSheng and IR have a lot of screw compressor client. These offered profit room for FuSheng company, because many clients serviced by themselves now, if our service could do better, they must make us service instead of them. So they would reduce their cost. So FuSheng's after service could make money.The competitor of FuSheng were not easy to distinguish. Such as, for FuSheng,IR,Atlas,Sullair etc. was mainly competitor. And that Shenkong,Dalian compressor belongs to potential competitor, because of these two factory's product were not the same arrangement. So they can but minor competitor.FuSheng have advantage, and have weakness too. At first, the economic situation of our country is good. There are project and item for a lot of manufacturer. In addition, FuSheng possessed location superiority. Threaten came from competition. By competition analysis, we know FuSheng's best of compete market factor was services. About FuSheng's market positioning.After target market bound was confirmed, the enterprise would be positioned in target market. Market positioning is a m...