Study On The Marketing Strategy For Power Quality Products Division Of S & C Electric Company In China

The Marketing ability of a company is often a guarantee of the profit.If there are not enough market demands for products and services to create the profit of company,so Finance,Operation and other efforts are not useful.However,Marketing are also a complex and subtle task,it is also a deadliness weakness of many large companies that ever were glorious.Lots of large companies such as Sears,GM and Kodak all accept they are facing more powerful customers and new competitors.So they have to review their Marketing modes again and again.Ever those market leaders such as Microsoft and Intel also accept to have this kind of pressure.Marketing Manager must face a series of important decision-makings,and also face some secondary decision-makings.The big risks that companies endure are not to focus on their customers and competitors,and not to advance continually the value of their products;They only pay attention to short-term benefit,and short-term sales volume is their development orientation;Finally,they will can not maintain the benefits of shareholders,employees,providers and channel partners.The power quality products of S&C are high-end and large capacity products, which were introduced into China market on the end of 2007.The China team of Power Quality Products Division(PQPD) based on a zero,all resources are very limited,we have not any case study and customer base in China market,and almost has not any brand fame.According to the total business development strategy in China market that was constituted by S&C HQ in USA,in order to ensure the PQPD China will become a new revenue growth point and new profit source in China after three years since 2008,in 2008 U.S.HQ issued a sales goal planed of RMB10 millions to the PQPD China,and will have a steady rise of 100%in 2009 and 2010.I am the China Marketing and Sales Manager of the PQPD for S&C,and am in charge of Marketing,Sales,Technology,Engineering Service and Business of the PQPD China.This paper will adopt qualitative research and quantitative research methods,and the qualitative research will be major method,theory of close connection with reality.Through the actual market survey,aim at the status and problems of business of the PQPD China,carry out Marketing environment analysis, Market segmentation,Target market selection and Market positioning,the use of 4P marketing mix tools,combine with the objectives constituted by S&C and the resources available of Company,and study the Marketing strategy of the PQPD China, and implement,evaluate and control the Marketing strategy to complete the business development goals of the PQPD China.