A Study On Maketing Strategies Of Hongkong Group Sence, Ltd

Through studying the marketing strategy of PDA handsets made by Hongkong Group Sence Ltd in the mainland of China and the changing of China mobile communication market and handheld computer market, the paper presents the marketing strategy of Kuaiyitong PDA handset Ltd in the mainland of China. By the help of this paper, later comers can learn in what way to enter the strongest growing but severe competition market is best. The research can also offer reference to the marketing strategy making of those IT maker and offer the case to those foreign companies eager to enter China.The paper depicts the marketing strategy of Hongkong Group Sence Ltd on the sequence of environment analysis-strategy making-strategy implication. On the part of environment analysis, Proter's five competitive forces model was used to analyze exterior environment and VRIO model presented by Jay B. Barneey to analyze interior environment. On this base, the core capability was put forward, then the paper analyzes the company by the tool of SWOT model and the strategy of the company were made. On the part of strategy making, product life circle theory, BCG matrix were used to analyze the whole product marketing strategies of Kuaiyitong company. Proter's three basic strategy analysis, Kotler's competition position method and Ansoff model were used to ascertain the competition strategy, competition position strategy and the strategy which can improve the company's performance. On the part of implication, 4Ps theories were used to direct the strategy's implication.The conclusion is obtained after all above analysis: the marketing strategies of Kuaiyitong must be suited to its strength, weakness, opportunity and threat. The company must make his strategy on the basis of the different stage of his product's life circle and the position of the product in BCG matrix, certain marketing rule considering customer need system must be used to guide Marketing strategy making. It's better to use marketing innovation in the course of strategy implication. The marketing strategies suitable to Kuaiyitong are goal gathering, marketing challenger and product developing strategies.