Marketing Strategy Analysis Of Neo-Neon International Ltd.

With the globalization of economy, the developed countries accelerate their adjustive step more, a great deal of manufacture of normal and simple illumination and lighting product have been transferred into the developing countries. At the same time, china is relatively suitable country.Our product are mainly export to oversea, the north America and the Europe are out key market, the business in these two area are account about 80% of our exportation volume, and the Asia market also increase a lot this year. Even though the oversea market is the main market of our company, and the exploit status of the domestic market do not satisfying, but we still put forward our viewpoint clearly that the domestic market is the key market of our company in the future, we cannot ignore it. So the analysis and strategy of marketing are mainly aim at the potential domestic lighting market.We introduce the product of our company and some character of them at the first chapter, and then we pay more attention to introduce the development status of the domestic lighting market, and we also introduce several main oversea lighting market. In the chapter two, we analysis sever factor which influence the requirement of the lighting market such as macro-atmosphere and consumer behavior and so on. Our intention is to find out" what main factor can effect the requirement of the lighting product so that we can analysis the development status and the future development of the lighting market with more deeply, and we also analysis the consumer behavior in this chapter. In chapter three, we mainly analysis the competition status of the domestic market and sever main competitor and excellent company in the field, and we analysis the competitive ability of our company at the last. In chapter four, we divide the target market and position it, and analysis the attractive and competitive of the sub-target market. At the last chapter, according to the status of the company, we give the marketing strategy for this company from the product, people, place and price point.