WTL Study On The Types Of Corporate Clients After The Change Of Marketing Strategy Adjustment

WUZHOU TAIKISHA ENGINEERING CO., LTD. (The abbreviations WTL Company) is a Sino-Japanese joint venture professional engineering contracting company and has the Class General Contractor qualification with mechanical and electrical installation construction. WTL Company was founded in March 1994 in Beijing. And WTL Company has the core technology of air clean technolog and is mainly responsible for the electrical mechanical equipment design, manufacturing, construction, installation, testing and counseling, and related works of general contracting for those electronic factories, pharmaceutical plants, food plants and other industrial plant.WTL Company's air cleaning technology has kept its position as the leading manufacturer in the domestic market and WTL Company's major customers is the Japanese companies which set up their plants in China, including Sony, Panasonic, Fujitsu, Hitachi, Fujitsu, Honda, NEC, Canon, Murata Electronics, Kyocera, Pu to the Secretary for Tung, Sankyo Pharmaceutical, Santen Pharmaceutical Co., Mitsubishi Pharma, Daiichi Pharmaceutical, Chubby food. WTL Company's completed dozens of projects every year which all achieved high-quality project.WTL has a background of Japanese company and their engineering contracts were basically from the Japanese companies (referred to as foreign-funded projects) for 10 years. The Japanese companies thought that the contract price of the domestic investment projects (referred to as domestic project) is low and the profits can not be guaranteed, so they has not intervened. But whit increasing competition in Japanese market and the affection of the financial crisis, WTL Company's source of foreign investment projects and the performance are both declined. If the current situation continues, It is a very serious problem for WTL Company to develop in the market.Actually, this question is the key to WTL's future survival, how to maintain a steady growth? Affected by the financial crisis, the recovery process of the world economy is very slow, but the growth momentum will appear in China at first. China is not only the fastest economic growth country but also the largest foreign direct investment country. In the face of China, such a huge market, WTL company should focus on the Chinese market, Play to their competitive advantages, minimize the project cost, contract projects actively. Only in this way can WTL company continue growth and stay ahead of the market share and economic profits in the industry. Against this background, this paper studied customers of WTL company and used the "five forces" model and the differentiation strategy theory to analyze WTL company's current situation, existing problems and the adjustment of the strategy. At last, the company's future development solution was proposed.