Research On Marketing Strategy Of CD Company

Printed Circuit Board (PCB) is the substrate of assembled electronic parts. Itsglobal value of production reaches US45billion annually, ranking right after that ofsemiconductor in the electronics industry. PCB develops far more rapidly in Chinathan the rest of the world. As a result of cost control and shift of downstream industry,PCB is gradually being transferred to China, a market with hug potential worldwide.However, against the backdrop of profound recession of global electronic informationindustry and fierce competition of domestic PCB industry, it is crucial that how theCD Company, a known domestic PCB supplier, establishes the appropriate marketingstrategy, so as to meet the opportunities and challenges of externalities and win themarket. This paper has practical significance with regards to the above question.The paper will first illustrate the background of the PCB industry and the currentmarketing situation of the CD Company. Then it will analyze the problem of the CDCompany s marketing strategy. Through SWOT analysis, the paper will proposeeffective marketing strategies for the Company, which is, firstly, company s targetclients should be redefined through market segmentation. Secondly, effectivemarketing strategy should be formulated according to theory, including product, price,channels and promotion. The paper will conclude with safeguard measures thatsupport the implementation of those marketing strategies, which hopefully will havereference value to the development of the company.