Marketing Strategy Running Diagnosis And Analysis Of ABELL ELECTRONICS, INC In Shenzhen

Abell electronics, Inc In Shenzhen (hereinafter refer to as Abell) is one of the leading handheld-wireless-telecom-equipment manufacturers in China. In recent years, the industry competition increased, profit per product is less and less. To change the situation and improving Abell's competition capabilities, this paper diagnose and adjustment aim at the marketing stratagem of Abell.As the importance of strategy diagnosis, this paper analyses strategic running on the background of the ABELL ELECTRONICS, INC. in ShenZhen. Following the content and procedure of strategy diagnosis, investigate the background of the company's strategy firstly, and hen analyze the change of internal natural resources and external environment in the basis of full investigation, in the meantime, compare with the key environmental factors about strategic formulation in formal and present period of time. Confirm the environmental change and trend which the company is confronted with through integrating the Porter five-forces model. Obtain the basic change of strategic running and the needs of strategic running which the environment ask for in accordance with the diagnosis. Determine the target. the essential condition and direction which the way of strategy must be adjusted to through examining strategic goal and analyzing original strategy .Diagnose suitability of the internal and external environment which the company's strategy is faced with. Utilizing EFE and IFE assessment matrix, put forward Enterprise Design about strategic adjustment of ABELL ELECTRONICS, INC. the paper bringed forward 3 kinds of Enterprise Design Model (customer development model, product pyramid profit model, specializtion profit model) baseed in Enterprise Design and accordinged to the internal and external environment. at the same time give some advice on how to improve the competitive superiority.