Study Of Marketing Strategy Of RF Test Products For Tektronic

Telecommunication test industry is indispensable to the telecommunication operators, and the management, even to the whole telecommunication industry. In recent years, telecommunication industry in China demands for test instruments in the sustain growth. As a result, China has been one of the main consumer markets of telecommunication test instruments around the globe, and it has enormous potential for development. It is noticed that the markets of RF test products grow particularly fast. Many famous telecommunication test instruments companies in the world develop specific "China strategies", and increase investment to the Chinese market, which is taken as a new growth point of company.According to the marketing theory, this paper chooses the domestic market of RF test products, and analyses the marketing environment of Tektronix in depth with methods of SWOT and PEST. Real-time spectrum analyzer is regarded as the main object of study, and it will choose the marketing strategy of the overall market referring to the advantages, disadvantages and risks of Tektronix. Then to the target market segment, the goal of the market in the next five years and marketing mix strategies will be proposed. The marketing strategy mentioned is suitable for Tektronix strategic planning of RF test products market, and it is meaningful that the company will accurately position the target market and speed up the market of RF test products. What’s more, this paper specifically analyses the internal environment of Tektronix, and discuss the strength and weakness of the company, which will help the company enhance management, then make it perfecting. At last, it is hoped that this study will provide more marketing thought to domestic telecommunication test companies, especially those being ready to enter the competitive market, and create strong national brand of telecommunication test instrument.