A Study On The Marketing Strategy Of BA Electrical Equipment Group

The industry of Electrical instrument and meter belongs to the secondary electrical equipment.With the very fast development of China's economy and the industry of electrical power,the companies of electrical power in China increase investment in their secondary electrical equipments,which provides quite brilliant future for the industry of electrical instrument and meter.The BA Electrical Equipment Group Company,as one producer of electrical instrument and meter from Australia,takes the advantage of leading technology and superior quality to own quite large market share and good fame in China.However,the China's counterparts have grown up in technology and the company has its own shortcomings,so that the further development of BA is confronted with challenge.Faced with the growingly intense competition,the company should grasp the market trends and development;clarify its own character to make out relevant marketing strategy.Only by the way,the firm can survive and develop in the intense market competition.The paper probes into the relevant problem in order to put forward marketing strategy for the BA Group.The paper analyses the status quo and marketing environment of the BA applying the theory and methods of marketing strategy.Then,it subsides the marketing according the market potentials and company's resources and then orientates the firm combining the requirement character of the selected sub-market and the company's own competing advantages.Based on the former work,the paper points out the marketing strategy combination.It puts forwards guarantee measures including the technique support,recombination of the production,the assistance of the financial and human resources,and the organization built-up.The conclusions of the paper are followings:(ⅰ) market selection:After market subdividing due to the customer and zone factors,it selects the mid-west provisional electrical firms as emphasized market. Meanwhile,the electrical research organization and north-west electrical equipment dealers are treated as market objects too.(ⅱ) market orientation:Combining the requirement character of the selected sub-market and the firm's own competing advantages,the paper orientates the BA as the industry leader with leading technique and considerate services.(ⅲ) the combination of the marketing strategy:In the product development field,the firm is going to select the products with huge market capacity,long-term development effects and high barriers in the facts of the technique and applications.In the price strategy,the firm should make out agile and differing prices to obtain higher profits than the average,in the marketing channel,the BA is to insist its own channel aiming at four traditional customers.So far as to its promotion strategy,the firm should use up its own resources rationally and build up the firm image with leading technique and considerate services.