The Sales Analysis And Strategy Study For Tyco AMP Cabling Product In Chongqing

Along with China's economic development and information technology strategy implementation, PC industry has developed rapidly. PC market becomes more mature, while products tending to be oversupply and competition among enterprises getting more intense. China's PC industry is facing difficulties in marketing. Product homogenization is deteriorating and price is becoming increasingly fierce. The profits of entire PC industry are very low. Meanwhile consumers demand increasingly presented personality trend. Against such a backdrop, enterprises targeted marketing strategies for market segmentation and positioning is a very effective solution.As the earlier entrant in this industry, Tyco Amp Electronics has kept its high rank in cabling system marketing these years, second only to Commscope. The current success of Tyco Amp Electronics is largely due to its public praise for quality products gained during its early entrance. However, to keep its predominance in the increasingly fierce competition of chongqing market, an accurate analysis on the products and market and a precise strategy to establish its predominant position and strengthen the customers'approval are demanded. Yet till now Tyco Amp is still at the exploration stage for the market segmentation and proper positioning; It's not mature enough and there are still shortcomings and problems. Therefore, it is necessary and urgent to search for a more scientific and suitable marketing strategy, based on the synthesis of successful experience and deficiency, to enhance the competence of the enterprise.The article includes five parts. The first part is the introduction to the main thesis on the research background, purpose and significance of this. The second part is the theory and methods. Part III is the status of China's cabling system market and the analysis of competitive status. Part IV is the introduction to Tyco Amp Electronics and marketing analysis and Part V is the selection of target marketing strategy of the Amp products.Based on the analysis of the competition in cabling industry, the status of the market and the development trend, this paper indicates the importance of market segmentation in the cabling industry. This article also points out the problems in the current marketing combining the specific circumstances and environment of Amp based on the situation of it. It does the further study and exploration of the proper marketing strategy for target market. The emphasis is the method combined with qualitative and quantitative ways of segmentation. Then based on the above, target markets and market positioning can be determined. Finally it indicates the roughly corresponding marketing strategies according to the target market.This paper combines the marketing theory and practice, qualitative and quantitative methods and explores an effective method of target marketing analysis according to the fact of the company. The author hopes that this paper can help enterprises having a more scientific understanding of strategic marketing analysis and target marketing, and can be certain degree of reference in the actual use.