Diagnosis, Of Company C Battery Marketing

With the continual increase of the income of residents,more and more electronic products fall into scope of the daily life of people. Particularly the soaring increase of the pager industry in those years raises the domestic alkali zinc and manganese battery industry to a period of development at a rapid rate. Many domestic powerful enterprises that were perturbed by the status quo of the marginal profit and intense competition flocked to the disposable alkali battery industry with relatively propulsive profit, whereby over 30 high-speed production lines came into existence in a short period of 3 years. Nevertheless, after years'development and change, the domestic alkali battery industry failed to vines a profusion of new and potential enterprises springing up. To the contrary, the old brands, like Nanfu and Shuanglu, have increasingly expanded their market shares, which pushed the battery market into the state of monopoly. It is the overriding concern of the trans-industry enterprises as to which development strategy to adopt and which marketing policy to employ to procure a good market share corresponding with their power before the domestic alkali battery industry enter into the state of monopoly. Thus it is expected that this essay can provide some enlightenment for the enterprises in the alkali battery industry in making their operational decisions.This essay starts with the basic situation of the alkali battery industry so that the readers may have a preliminary understanding of the product features, industry characteristics of the alkali battery industry and the origin and deployment trend of its market structure, and then make an comprehensive diagnosis of the situation of Company C, a trans-industry enterprise that enters into the battery industry. This essay, first of all, gives an introduction of the original intention and plan of Company C to enter the battery industry, which is followed by the discussion of the situation facing Company C in its operation of the battery industry, such as the development trend of the battery industry in China and foreign countries, the prospect of the domestic alkali battery market as well as its major competitors. After that, the author employs the SWOT method to systematically analyze the resources and capabilities of Company C in the battery industry, with which the author carries out an in-depth analysis of the marketing strategy of Company C in the battery industry. On the basis of the systematic and comprehensive analysis above, plus years'experience of the author in such industry, the author, directing at the status quo of Company C in the field of the battery industry and combined with the research achievement of domestic market study institution, proposes his marketing improvement suggestions in terms of strategy and tactics. The author reckons that although Company C employed the concept of national industry raise a certain market share in the household electric apparatus market in the early days, what indeed pushed Company C to the peak was not the enthusiasm of people to the national industry but the cheap price and good quality of its products. Likewise, in the battery industry, the concept of environment protection can only serves as a sales point, and to genuinely reach a certain market share, the company has to depend on a efficient and healthy sale channel and excellent product performance. Particularly when an enterprise enters a completely strange industry as an outsider, under the conditions that it does not have absolute power, it has to abide by the original success pattern of such industry and carry on an industrious and careful operation without having too many creative or sluggish ideas.The alkali battery as a product in the field of fast consumables is often required to have its sales terminal reach such a state that it can be seen everywhere and readily available, and its brand is not a primary factor. The latest market research report reveals a fact to the contrary. Especially the popularization of the sales by the large supermarket and storage with each passing day, the brand concept in the field of fast consumables is paid attention to. Therefore, the author hereby proposes the viewpoint of increasing the strength of the customers'attention in the construction of battery channel, which is of a certain guiding significance to enterprises in a situation similar to Company C, especially an outside that enters into the field of fast consumables...