Marketing Strategies For Diotec Semiconductor In Chinese Market

Nowadays, there are more and more electronic products factories because of the low labour cost, good investment environment and the booming demand in china. It means that there is huge demand for semiconductor. That’s why Diotec Semiconductor AG, a Germany-based company, entered china’s market in2005. Firstly, the dissertation introduces Diotec’s background and main customers and interprets the significance of this study. Secondly, the author reviews the relevant theories and secondary research of business marketing strategies which include business products development, marketing positioning, motivation of salespeople, organizational buying behaviour, pricing strategy for business markets and marketing performance measurement. Thirdly, the author introduces research methodology and states it uses quantitative research qualitative research methods to research Diotec’s marketing strategy. Fourthly, the dissertation analyzes china’s semiconductor industry as well as the entire china’s macro economic by PLEEST analysis. The SWOT analysis is used to analyze Diotec’s business environment in terms of competitors and marketing positioning in china. The author interprets that how to build a marketing and sales team and how to build effective marketing channel.After that, the author will analyze the current marketing strategies of Diotec and formulate the suitable marketing strategies for Diotec in the next5years using Porter’s five forces model. The marketing strategies include products strategies, pricing strategies, channels strategies, advertising and sales promotion strategies.