Case Study On Marketing Strategy Toward Residential Central Air-Conditioning In CARRIER Co. Ltd

With the continuous development of economy, the continuous improvement of the purchasing power for social and people's living standards can be witnessed. The demand toward air conditioning is continuously increasing. Air conditioning has been widely used for centuries in the world history, while it has been in Chinese market for over 20 years. According to the technical characteristics, there are three segmented markets including home air conditioning, large commercial central air conditioning and residential central air conditioning. After years of fierce competition, domestic air conditioning companies haave dominated home air conditioner market firmly with high marketshares in domestic market, while foreign air conditioning companies have occupied large commercial central air-conditioning market share with fine technnical advantages. The residential central air-conditioning market is still in the early stage of market development in China and has attracted the air conditioning enterprise into this rapidly developing market has been regarded as the promising and profitable segmented market. Therefore, how to develop healthily and efficiently in the increasingly fierce competition environment has become an important issue confronted by each central conditioner manufacturing enterprises as well as appropriate marketing strategy.Relying on the solid marketing theory, this research starts with the survey and investigation on the current situation of the residential central air conditioning industry. Then, this research analyses the development and the competition environment of the residential central air conditioning manufacturing enterprises in Chinese precisely from both the perspectives of macro economy and industrial development . A thorough analysis on the market status of Carrier air conditioning company is conducted by using SWOT, revealing the strength and weakness of carrier air conditioning company as well as the opportunity and threat. Furthermore, the marketing situations of the current products mix in Carrier air conditioning company are evaluated by employing Boston Matrix. Finally, the marketing strategy of Carrier air conditioning company can be concluded as the followings. The Carrier air-conditioning should make full use of advantages both in technology and capitals to grasp the market opportunities in residential central air conditioning market for rapid development and high market shares. As for the disadvantages, Carrier air conditioning company must take measures to overcome the weaknesses in terms of organizational structure, target market, product, price, channel and promotion and service.This study has conducted a systematic survey on the marketing strategy toward residential central air conditioning market in Carrier air conditioning company in china. The results can benefit the other domestic companies in terms of developing and implementing their marketing strategies.