| As an international foreign-invested enterprise, specialized in large crane control systems, Company S has an increasing performance by years once it entered into Chinese market since 1995. Annual turnover has been more than USD 4.5 million nowadays. By the hit of the global financial crisis in 2008, the crane requirement was sharply declined both at home and abroad. It also leads to the serious turnover dropping of Company S in China market. Meanwhile, own-researched and own-integrated systems have become to the main National political directions in China. Company S has to face the facts that competitors are increasing and the way of competition is changing. It needs brand new marketing strategy to meet the new market environment urgently.By summarized the current marketing status and forecasted the future of National harbor and steel crane industry, this thesis analyses the macroscopic environment which is closely bonded with the domestic market. Meanwhile, according to conditions of the Company S, it also points out some parts of the present marketing strategy which disconnects the market changing.First of all, this thesis makes deep analysis of external environment and clarifies the present conditions and trend of market development in the future. It also exposes the current severe situation of Company S by integrating with the movement of competitors. It then analyses the company market segment, market targeting and market positioning by using STP theory. At the second stage, the thesis points out the problems inside the company by anatomizing the internal environment of it. At last, by combining the marketing management and strategic management with SWOT theory, the thesis summarized a series of new marketing strategy guiding by differentiation strategy, with detailed guarantee methods for implementation of the strategy.This thesis means to provide the reference and help of new marketing strategy for the long-term development both in China and global business for Company S. |
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