A Research On Marketing Strategy Of Giant KONE Elevators CO., Ltd In Hubei Region

Founded in Finland in 1910, KONE Corporation is one of the largest elevator and escalator companies in the world. Giant KONE Elevator Co. Ltd. is a joint venture which is invested by Finland KONE Corporation and Zhejiang Giant Elevator Co. Ltd. in China in early 2005. After five years development , now Giant KONE is one of the most salable elevator company in China. In spite of this , Giant KONE is not the same salable as other area as in Hubei,also is the one of top ten sales companies. That Probably because of weak foundation, intense competition, but the most important reason is that there is no clear marketing strategy.This Paper mainly deals with marketing strategy of Giant KONE Elevator Co. Ltd Hubei Branch. The whole article consists of five chapters. The first chapter gives the research objectives, content and methods. The second one introduces theories , such as Michael Porter's Five Forces Model , SWOT method, marketing strategy and marketing theory. The third chapter analysis current marketing situation of Giant KONE Elevator Co. Ltd. Then it analyzses external environment and internal conditions of the company. Based on target market and 4Ps theory, some useful suggestions are provided for Hubei Branch to adjust its marketing strategy in the final chapter.