Midea Commercial Cookers Marketing Plan

The United States is China’s largest white goods production base and export base, thetotal assets of more than68billion,180,000employees worldwide, the United States in2010sales revenue of112.7billion yuan, with China’s most comprehensive group of smallhousehold electrical appliances and kitchen appliances group. Take into account their years ofexperience and small appliance market10years in the field of electromagnetic technology,precipitation, based on the United States itself needs to find a new economic growth point inthis context, after the commercial kitchen industry, analysis of market prospects, andultimately the United States the household appliance group chose to enter the U.S.commercial cookers as a breakthrough in the commercial kitchen industry.In this paper, business plan style, the use of strategic management theory from theinternal environment and external environment, two aspects of the project’s feasibilityanalysis. In the internal environment analysis, the company’s competitive advantage and focuson product and technology analysis of the company with the resources, capabilities, and corecompetitiveness; in the external environment, through the industrial policy, socialenvironment, competition pattern, buying factors and market channels for analysis anddiscovered a huge market opportunity; then the company using SWOT method to analyze theexternal face of opportunities and threats and internal strengths and weaknesses, and thus thedevelopment of the company’s strategy. Corporate strategy formulation, through marketingtheory to determine the target market, market segmentation and market positioning, anddeveloped a marketing plan, and finally the use of financial management knowledge of theprofitability of commercial cookers were analyzed and predicted.Through the full system analysis and marketing planning, commercial induction cookershowing a bright market prospects, feasibility strong.