Hp Printer Research, Marketing Strategy In China

Numerous entrants mature the printer market in China with fiercecompetition. Comparative advantage evolved in channel and service wellabove physical attributes. Hewlett-Packard's marketing practice has securedher leading position.This dissertation is an academic reflection and report assessingsome areas of marketing tactics for HP China, which is the leading companyin the China printer business. By examining its practice, the author hasidentified key success factors in HP's tactics as below. First, corporate valuehas been enhanced with customer satisfaction, Second, HP's comparativeadvantage results from product differentiation in R&D, product line, andproduct service. Third, HP has been constantly advancing its channelconstruction. Fourth, effective channel management has maintained itsefficiency. Fifth, an efficient customer service system is advocated. Upon theanalysis, findings about the channel trend have been given and interpreted.Further strategic steps have been recommended.This paper recommends strategic step after findings in thechannel trend. It is aimed to provide a review for market participants.