Abb Drives Marketing Strategy

This thesis describes how ABB Beijing Drive Company survives and develops fast in the most competitive industrial control products market and carry out relevant strategic analysis. It includes two main parts: the first part is the main content of the case and the second part is the analysis and strategic research. The author also hopes that this thesis could be a suitable case for the MBA teaching in future. This thesis is issued by time sequence, it describes the six-year development of ABB Beijing Drive Company from the beginning 1994 to now 2000, and it also analyzes the different sales and marketing strategy of this company under different condition. The key point of this case is about marketing especially the marketing strategy, strategic management and channel sales, but it also partly relates to financial and human resource management, so it's an integrative case emphasized particularly on marketing. Through the writing this thesis, the author try to provide some useful suggestion to similar enterprise in China, and try to explain the important of using advanced management theory to MBA teaching and instructing the practice. As everyone knows, teaching by case study is an essential step in MBA course and case is the basic requirement for this course. Looking around the current situation of domestic MBA teaching, it's very sorrow to see that almost all the good cases are exotic. Those exotic cases are not very suitable for Chinese condition especially in marketing area, so this is also a main intention for writing this thesis.