Strategy Analysis For Sedd Marketing Predicament

Schneider Electric Devices Dongguan Co., Ltd. (hereafter refer to SEDD) is a wholly owned by French Schneider Electric Group, established in china in March 2002. It is engaged in line of electric accessories manufacturing switches and sockets.In the past over two years SEDD has not performed well up to its goals and its market is growing sluggishly, which is especially manifested in term of sales market. Its actual turnover was far lower than that amount predicted at the beginning of the year. The actual turnover of 2003 only accounts for 40. 7% of what predicted. As for the actual turnover of 2004, it was only 22. 5% of the amount scheduled for the whole year. The corporation is facing great business losses.The subject is to elaborate on, based on market analysis of SEDD's practical situation, how an enterprise will be able to discover what fundamental reasons that caused the sluggish market growth of the enterprise with three issues: lack of definite strategy of market competition; unreasonable brands, product' s market orientation base; ineffective marketing strategy.The subject is based on the illustration of sales and market theory and tries to find the problem, analyze and solve the problem. In Chapter II, what the summary of management techniques provide the theory basis of analyzing and solving the practical problem of the enterprises. In chapter III, the thesis analyzes the real situation that SEDD faces and define the advantages of the enterprises and also the major problem, which SEDD meets, is sluggish market growth. In Chapter IV, the subject analyzes the fundamental reason caused a sluggish market growth through the full analysis of trade market, competitors and consumers. Then in chapter V, the subject illustrate the market orientation in detail which resolve the disadvantages of the unreasonable market orientation base and lack of demonstrate market competition strategy. At last, according to current real situation of SEDD, the subject gives a reasonable and feasible market management strategy through theanalysis of product, price, place and promotion.Based on the above proposition, the subject gives a conclusion to solve SEDD's problem of current sluggish market growth: (1) SEDD needs a target market orientation which is based on a specific market segment. (2) SEDD must set up a strategy to manage advantage sales region and selling with diversity service. (3) SEDD should perfect its market management strategy through the following aspects. Speed up the mass production of A86 series product, change the brand promotion skill, strengthen the strategy of establishing common benefit with sales channel and the communication with distribution agency and improve the promotion skills etc.