Research On The Marketing Strategy Of MQ Company

The financial crisis began in 2008 continued a big impact in a variety of industries in 2009. In position of downstream industries, central air conditioning did not survive too. Reviewing the domestic central air conditioning market in 2009, it was pessimistic at the beginning of the year, but it was much better in the end. It is similar with the economic trend of 2009.Founded in 1872, American, MQ Company is one of the four central air conditioning global brands. Besides financial crisis, MQ is being integrated with the personnel structure changing greatly in 2009, so it affected a lot. Its possession rate fell gradually from the fourth to the seventh in Chinese market between 2006 and 2009.This thesis firstly analyzes the central air conditioning industry competition environment, developmental condition and tendency. Secondly it analyzes external environment conditions and internal environment conditions of the MQ company from SWOT analysis, and makes sure the present advantages and disadvantages, opportunities and threats. It subdivides the market, and gives the following strategies:product, price, place, and promotion strategies. In order to ensure the implementation of the marketing strategies successful, it gives organization guarantees, effective measures about strengthening the marketing team and incentive mechanism.This paper uses SWOT theory, PEST theory,4PS theory, after a great deal of investigation and study, using the theory and practice.Through the above analysis, we formulate some appropriate marketing strategies for the development of the company MQ and meanwhile put forward the way about how to ensure the effective implementation of the marketing strategy. Through this thesis, may the marketing strategies can help MQ company rise to the forefront of the central air conditioning industry.