A Case Study On Marketing Strategy In G Co., Ltd

With the transition to retail banking since 2006, great importance given to the ATM market results in the five-year booming of automated cash handling equipment facilities in China. However, due to the weakening of the market since the latter half of 2010, the less purchase of some small and medium-sized shareholding banks accompanies the large stock of some big commercial ones. In the meantime the increasing number of competitors in ATM market brings in a development bottleneck to the suppliers.This thesis will take the marketing strategy of G Co., Ltd as a case study. It will analyze the current characteristics of the ATM market first, then a detailed description of the difficulties that G is facing. Secondly, it will combine the Product Life Cycle Theory, SWOT analysis and Porter's Five Forces Competitive Model to research into the marketing strategic factors that restrict the business development of G. It will reveal the problem that marketing strategy and the product life cycle do not match. According to Philip Kotler, the marketing strategies should be taken when the products are in their maturity period, this thesis suggests that improvements should be made in marketing strategies taken, the quality of the products and service should be enhanced and the innovative thinking in marketing mixed strategy should be introduced. In order to ensure the effective implementation of innovative marketing strategies, this paper also suggests the resolutions from the four aspects—the establishment of the marketing system, performance appraisal systems, market segmentation, strategic partnerships, etc.Based on the study and analysis of the problems that existing in G's marketing strategy making process, this paper suggests some relative improvement solutions and measures should be taken according to the marketing management theory. The methodology of problem descriptions, analysis and resolution could not only work as a reference to G's marketing management level staff, but also set a good example for the general enterprises that dealing with the production and sales of ATM facilities.