Marketing Strategy On PD Company Entry Multimeter Industry Of China

In the year of 2009, China State Council has approved the layout to promote the equipment manufacturing industry on routine conference. Council decided to speed up mergers in equipment manufacturer and upgrade of products. Also to promote the optimization of industrial structure, enhance industrial competitiveness. Instrumentation is regarded as the essential tool and equipment for the information collection, measurement, treatment and control. It has become one of the key technology to promote the development of the national economy.PD Company is a export-oriented enterprise in which engaged R & D and production of multimeter.PD company provides OEM & ODM services to the well-known company abroad. Being for the financial crisis came into being from second half of 2008 which take PD company in a great impact on business.PD company decided to change corporate business strategy to serve in the domestic market. PD company has the smart meter technology, but as a new member of multimeter industry, PD company is not good at brand advantage and marketing experience in the domestic market. Facing such an intense competition, How can this company to occupy the internal multimeter market?From the article we can draw a conclusion about multimeter marketing strategies which on the position of chain of multimeter industry and base on the analysis of value chain and marketing theory.Firstly, the article using PEST factors to analyze domestic multimeter macro industry environment. By "five forces" model to analyze the competitive environment about multimeter industry in domestic. From human resources, R & D and marketing to analyze the PD company's internal environment, in order to achieve the analysis of the PD company's opportunity to enter into the domestic multimeter industry. Secondly, in SWOT analysis, I use a key internal factors evaluation matrix (IFE) and the key external factors evaluation matrix (EFE) to evaluate the ability of PD company entering into domestic multimeter market and then through the SWOT strategy matching table to determine the company's marketing strategic direction which seize the opportunity rightly.Finally, in the process of marketing segement, choosing objective market with PD Company's advantages. With 4P (product, promotion, price and place) strategies, we get marketing opportunities in practice.