Marketing Strategy Study Of TUVSUD Group In Chongqing

Technical barrier to trade is regarded a big issue in international trade with the trend of global economy integration. While certification bears two sides in seting up those barriers as well in eliminating them meanwhile. One side, each country stipulates its own strict technique standards, technique regulations and multi-certification system. In another hand, international certification system requires waken or clear up them to improve production effiency and promote the development of international trade. Since certification play such important role, it is paid more attention by every country in the world.Certification business grows rapidly in China compared with its global market, the same as in Chongqing. TUVSUD decides to establish Chongqing office in the beginning of 2005. However, it comes up against furious competition as there are at least 4 competitors set up office 2-3 years before. As a new comer, TUVSUD confronts the challenges that how to catch up with those competitors and get the recognition by the clients and grow to be certification authority in CQ. Lay down regional marketing strategy is the key point currently for the decision-makers.As every industry is almost involved in the certification, the paper focuses on the marketing strategy of management system certification only.The current situation and trend of management system are described from three aspects of global, China and Chongqing. In order to draw the figures and features of the industry, competitive environment has been scanned and analyzed with the modle of Five-force. Then the main competitors are evaluated to find the industrial positive factors to carry out competitive advantage.Next, TUVSUD is introduced briefly. Its strategy and the existed problems are analyzed in Chinese market.By means of SWOT, its internal strength and weakness, as well as external opportunity and threat are diagnosed compeletly.On the basis of the above said analysis, the target market and market position is defined which results in regional strategy of TUVSUD in CQ. With the guideline of the strategy, 4PS strategies have been formulated. In addition, integration with service marketing characters, internal marketing strategy, service tangible revealing strategy and service process strategy have been discussed in the paper.