Xi'an GaoDa Elevator Co.Ltd Has Adopted Differentiation Strategy

This essay analyses the background of how Xi'an GaoDa Elevator co.Ltd has adopted differentiation strategy, and implemented this market positioning strategy. It studied and discusses in depth the problems that GaoDa confronts when developed new market and striving & grow. With the finding of this study and according to current condition of the business, we have analyses and compared the company's products category; It has been determined that the company marketing strategy should be differentiation itself from competitors, based on detailed explanation and analysis on differentiation theory and its practical basis; Also its implementation plan in predicts/service/personnel/sales channel or CI aspects will be discussed in depth.This essay has demonstrated the current internal problems existing in Xi'an GaoDa Ltd and also the areas to be improved in management. As a small or medium sized business, it could only be one of followers in the mature elevators market, instead of being a dominator or leader. Sales margin is more important for the business than its market share, as indicated in the essay "the margin is always low for those easy-sold products, whereas those high margin products are always difficult to sell". For small business, it is more practical to focus high-margin products than easy-sold products.This essay consists of six parts, which are I. Introduction; II.Research ideology and structure; III.Current situation and problems ;IV Differentiation strategy. V.Areas to be focused on when implementing differentiation strategy .VI Research conclusion; It analyses the domestic market situation, company scale, market competition, and internal environment. Followed by main idea of this essay on strategy choice,meaning,content and implementation.Finally it reaches the conclusion:with ever increasing rivalries competition,it is one of most effective methods to adopt differentiation strategy to distinguish its products and service from other competitors and improve core competency of companyThree conclusions are reached in this essay:Firstly,the core business strategy should be focused on "IMPORTED,HIGM QUALITY, LOW PRICED & SAFE ELEVATOR PRODUCTS"; Secondly, the "DIFFERENTIATION" sales strategy has been decided based on core competency and current situation;Thirdly,the implementation plan of "DIFFERENTIATION" sales strategy .we believe that by adopting and implementing this market strategy,Xi,an GaoDa will expedite its growing speed and lay a powerful foundation for its steady development in future.