Fujitsu PC Brand Strategy Study In China Market

In2010, one year after global financial crisis, economy in Worldwide and China began to recover rapidly, as well as PC (Personal Computer) market. According to the US market research firm Gartner report shows that the PC shipments in1st half year of2010increased significantly by24%year over year, and the total volume reached166.3million units. Gartner also expects that worldwide PC shipments in2011will grow by10.5%, reaching387.8million units, and reach440.6million units by2012. The pace of change and innovation in PC market is unmatched by any other industry.Fujitsu entered in China market more than30years and it has been regarded as a legend in IT industry. However, the business of Fujitsu PC didn’t go well in China. The market share of Fujitsu PC in China is quite small, as well as the mind share of Fujitsu PC As the fierce competition in PC market and homogenization of products, the competition between various PC companies is changing from product specification, technology to marketing, branding and culture, which will be helpful to obtain mind share of customers. This paper will begin with overview of the theories of brand image, brand value, brand strategy, and analyzed the situation and problems of China PC market. Then it will go to the thesis that I will analyze Fujitsu PC business&brand image situation in China by SWOT analysis tool, SPT, USP theory, using a quantitative marketing research to analyze marketing environment and using brand image model, differentiation marketing, and core competition theory to analyze Fujitsu PC current problems in business operation. Finally the paper will come up with an integrated brand strategy of Fujitsu Computer, which hopefully will provide reference and help for Fujitsu PC development in China.