Marketing Analysis Of Carrier In Sichuan Market

In 1902 Doctor Willis Carrier invented the first scientificair conditioning system. For the past century Dr. Willis Carrierand his company have been making progress and Carrier has becomethe largest and most famous manufacturer and supplier ofair-conditioning cooling products in the world. ?Since 1987Carrier has brought its products, technology and advancedmanagement experience to China and established the sales andservice network covering over 100 cities. The sales volume of thecentral air-conditioning products has appeared to be very stablein Sichuan since Sichuan Office, Carrier was established in 1996.Compared with other major competitors, the achievement is far fromsatisfaction. Carrier hence sets a new goal of yearly sale volumeof RMB SOmillion for Sichuan Office and hopes to reach a sale volumewhich can measure up to the image of Carrier. What this paper isabout can be divided into three parts. The first three parts (thesecond, third and fourth chapters) introduce respectively thehistory and present situation of Carrier, central air-conditioningproducts and marketing information in Sichuan. The last two partsare the key ones of the whole paper. The fourth part(the fifthchapter) analyzes the opportunities and threats of the marketingenvironment in Sichuan market and internal advantages anddisadvantages of Carrier by means of SWOT method. The fifth part (thesixth chapter) expatiates the target and strategy adopted bySichuan Office in order to accomplish the new goal set by Carrierin terms of channels, promulgation, personnel and managementrespectively. Through the detailed analysis by this paper, we think it is not impossible for Sichuan Office to accomplish the task so long as Carrier can invest on some necessary resource and improve the management.