Vimar Electric(China)Co.ltd Market Localization And Marketing Strategy

"VIMAR" has already got the brilliant achievement in the line of high-level electrical engineering for 60 years in Europe. However, after entered into China market in 2003, VIMAR showed declined in sale because of its initial vague market position. With the 20-year development, China Electrical Engineering Industry is now at the position of completely competitive market-structure.Nowadays, the high-level market originally taken up by some dominant manufacturers is coming to be market-ladder via the "war of price"; "the war of image"; "the war of promotion" and the like.However, the key to win china market forⅣnitial vague market position. With the 20-year development, China Electrical Engineering Industry is now at the position of completely competitive market-structure. VIMAR is how to define its market position afresh as well as to implement its all-round marketing strategy.In this essay, firstly set VIMAR's position-transfer in the period of development after its experience the market-stage as the discussion target and study its re-position market based upon theory and practice. Secondly, mainly pose the frame and tendency of market-position; explain the composition of "how to find the market", "to choose the market" and "to get the market" as well. Thirdly, analyze the market scale of switch industry; clarify the target market with the consideration of the situation of principal rivals and the classification of potential cutomers.(to find the market) By the comparison of the difference between main competitors, with the SWOT analysis, then define VIMAR's new market-position. (to choose the market) Finally, in the view of the new market-position, put forward its all-round new marketing strategy including the differentiation of the products, price, propaganda, sales team.(to get the market)At last, let me sum up the achievement after 1-year revolution as well as its enlightenment.