Xi Mate Domestic Market Development Strategy Study

China dominates the household machine tool production,but occupies little market share in global mini lathe industry.Besides,the industry chain is very much incomplete. Currently,SIEG is the largest company specialized in mini-lathe design,production and sales in China,but serves mainly overseas market.Such a "processing model" greatly constrains business growth and reduces the firm's anti- risk capability.This paper aims to provide a solution to develop inland mini-lathe market under careful analysis of the homeland market and provide another growth engine for the company.In developed countries,the mini lathe consumption is mainly made up of model lovers,education and training market and small manufacturing companies and their industry chains are quite mature.After introduction of the source of mini lathe and market conditions in developed countries,the author analyzes the characteristics of these three segment in China and their market potential.Then,based on the unique attributes of each segment,the author uses the established 4Ps model to set up relevant market development strategies individually according to the principles of target marketing,customer relationship management and the differences of organizational and consumer buying.The author believes there exist a huge market for household machine tools.Through establishing long term relationship with customers and selective marketing strategy, hopefully,the company is able to establish its position in these three markets and provide a new arena for company growth.