Hosokawa Group Powder Equipment Market Development Strategy

Hosokawa Corporation is a multinational corporation which produces and sales the powder equipment with its headquarters in Japan. The equipment includes pulverizing, classifying, mixing, granulating, dying and others relevant to the powder processing. It has its plant in Japan, Germany, America, Holland, etc. and maintains the leadership in powder industry in the world.In spite of the excellent equipment and superior technology, the sales performance in China is not so good in recent years, especially from 1998. In this case, it is necessary to find the reason and make correspondence strategy. This paper analyzes the market and competition of Chinese powder equipment from four aspects: macro environment of powder equipment in China; analysis and forecast of market potential, concepts and models of organizational buyinq behavior; competition situation and ability. Then fix the target market in China of Hosokawa Corp. through market segmentation and evaluation and make the market targeting strategy. Based on above analysis, this paper works out a complete strategy for the market development of Hosokawa Corp. In China, i.e. set up perfect information management system of market and customers; make fub use of advertisement to develop the market; promote the personal selling and sale management; strength the multinational technical service and support.The paper refers to the theory of marketing, especiall?some relevant books of industrial and organizationat marketing and combines the characteristics of powder equipment, in order to integrate the theory with practice and have some uses for reference in the marketing development of Hosokawa Corporation.