Analysis Of The Marketing Strategies For E Company Chinese Market

The fast growth of global economy leads to dramatic increase in the need for various kinds of energy as evidenced by the record highs in the futures price of oil in 2006. The crisis of energy shortage will endow the electric and electronics technology with a new important historical mission. In the meantime, enhanced awareness in global environmental protection also presents the switch power supply sector with more challenges: green, efficiency, energy conservation, environmental protection, low pollution, recycling, reuse, non-hazard, easy-to-dismantle packaging and etc. Yet, behind such crisis and challenges are infinite business opportunities. Given the facts that the demand for global communication equipments steadily picks up, consumers look forward to 3G, and the Chinese economy continues to grow robustly, all this presents new development opportunity for the E company. However, as the relevant protection agreements signed by the E company and HW expire, the E company needs to face larger and more competitive markets-where are the new market opportunities , how is the industry environment, what are the advantages and strategies of the rivals, how to establish KAM methods tailored to its conditions, how to reverse the continued drop in its gross profit margin. It is all these issues that this thesis aims to address.This thesis starts with an overview of EMR company head office and its subsidiary in China- the E company. It goes on to present overall evaluation of the performance and current marketing strategies of E company on the Chinese market, and highlight the key problems and challenges facing the company which have to be addressed if the E company is to secure sustainable growth on the Chinese market. This thesis analyzes in depths the status quo as well as future development trend of the switch power supply industry and depicts the market competition environment of the sector as well as the main characteristics of competitors. It also offers detailed analysis of KA's purchase criteria, purchase habits and decision-making process of the purchase with an aim to recommending for E company right marketing strategy in the country. Following that, the thesis continues to analyze the current operation and future development of the E company, and endeavors to come up with possible solutions to address its problematic KA marketing strategy together with decline in its gross profit margin by exploiting SWOT as well as Benchmarking analysis as against leading peers in the sector. The thesis ends with suggested marketing strategy for the E company in Chinese market, which includes product strategy, channel strategy, promotion strategy and KAM strategy. In a nutshell, if the E company is to expand sustainably in the long run, right KAM and good implementation thereof are definitely essential.