Research On The Market Strategy Of Leoni (China)

Cable assembly industry is one of competitive industry,especially to LEONI Electric Appliance(China) who are facing more and more tough market competition as well as more opportunity from increasing demand of market.For survivorship and development,the enterprise have to exploit more market.Through foster strengths and circumvent weaknesses to make right market strategy so that capable to make success in competition.This thesis takes LEONI Electric Appliance(China) as the research objective,and discuss the market strategy based on the theory and practice.Firstly make introduction of comoany profile of LEONI AG and LEONI Electric Appliance(China),then make PEST analysis for external environment of LEONI Electric Appliance(China) and expatiate on the current status and development trend of cable assembly industry.So as to reveal the opportunity and threat of the company.Meanwhile analyze the internal resource and condition of the company to verify the strength and weak point,and propose the market strategy through SWOT.Segment the market to position the target customer according to customer,product and market competition.Eventually make conclusion that-The market of LEONI Electric Appliance(China) is going well.-LEONI Electric Appliance(China) is be operated well with good prospect.-Not only challenge but also opportunity from more and more competitive cable assembly market.And make market strategy in 4PS(product,price,sales channel,promotion ) and describe how to control and implement the market strategy.The author wish to propose LEONI realistic market strategy for more market share and better performance.