The Analysis Of Santak's Marketing Environment And Strategy

UPS (Uninterruptible Power System) is a kind of peripheral assistant power supply equipment of computer. Before 2000, in the domestic market, compared to host computer, UPS market was calm and mainly occupied by several famous brands, such as Santak. After then, because of the decreasing of host computer's profit, the increasing of UPS's demand and the entry of WTO, many manufactures, both internal and external, entered into the line. As a result, the competition was becoming more severe. Santak is one of the earliest manufactures in China. Depending on the high quality, uninterrupted technology innovation and the superiority of outrunner , Santak was the leader in low power market. Since 2000, facing to the more severe market, the company had to encounter challenges. For example, the leadership was threatened, the speed of production renovation became lower, market share came down quickly, customer's satisfaction fell, and so on. So the company made positive adjustments of marketing strategies on the base of careful analysis of the environment. After continuous effort, the market share is steadied, customers become more satisfactory and Santak's leadership in low power UPS is maintained.In this thesis, I will study Santak's marketing strategies of new production development, brand building, promoting and service, via analysis of its marketing environment inside and outside. Hope it could supply some reference to other UPS manufactures.According to principle of Marketing stratety management, micoeconomics and science of management I study thesis with painstaking marketing investigation. Refering to a great deal of date. Visting many relevent people in this line. On base of enough obtained information .I analyze Santak's marketing environment and strategy. In this thesis, I will analyze Santak's marketing environment and strategy in five parts. The first part is introduction. It depicts the author's aim of writing this thesis. The second portion is to analyze Santak's operating status. It introduces how Santak have developed and problems existing in detail. In the third one, I will analyze Santak's marketing environment, both inside and outside. For the outside one, it includes economic and technological influence to UPS, development history and trend of UPS and the situation of main competitors. For the inside one, it covers Santak's organization structure, human resource, developing capability, production line and competition capacity. Then I will evaluate the inside and outside environment by using SWOT. In the next section, I will focus on Santak's selection of target market and strategies of new production, brand marketing, promoting and service. In new production strategy, organization and market research strategies of new production developing are mainly introduced. Strategies of brand orientation, selection, extend and protection are presented in brand marketing strategy. For the promoting strategy, I will emphasize the application of production recommend conference, business spread and salesman promoting. At the end of the forth part, Santak's service promises, customer's satisfaction and appeal management are the emphases. The last segment is the conclusion of this thesis.