Research On The Marketing Strategy And Tactics For DIY Chassis Market Of Foxconn Company

The PC market is typically including brand market (this named "OEM") and assembly market (this named "DIY"). The sales figures of2011Chinese PC market was more than65million pieces which DIY and OEM market each share20%.Foxcon did initial business of computer chassis for HP in1995; At2001Foxconn launched his plan and found its branch-Winson Company to promote chassis in DIY market, the purpose is to collect DIY information for OEM brands and earn more margins. Foxconn chassis was quickly recognized by end customer and achieved2nd player which sales quantity was1.3Mpcs in2007. However, along with the segmentation and strong competition, Foxconn lost its sales leadership from2008and so far dropped to10th player. Winson’s management did not conduct in-depth analysis of DIY market changes according to variety of markets and applications, took no changes in consumer lifestyles research in order to re-position the product and market, thus led to decline. Therefore, the facing important issue is how to develop a marketing strategy which suitable for Foxconn DIY market segmentation, and recall its leadership in DIY chassis market.This disseration uses the theory of market segmentation and consumer lifestyle. Firstly take analysis on DIY market and existing Foxconn DIY business status. Then get a market research on consumer’s lifestyle and DIY chassis’s character, using Spss software-K-means cluster analysis and principal component analysis as well as focusing on the lifestyles of various consumer clusters to find whether there are significant differences at choice of DIY chassis attributes. The concluded DIY chassis market was divided into seven market categories:popular consumer type, innovative consumer type, commercial consumer type, green consumer type, brand consumer type, economic consumer type,self-determination type; Finally, recommendations Foxconn DIY chassis choose four market which covering consumer market share74.4%and products share100%:popular consumer type, innovative consumer type, commercial consumer type and economic consumer type, recommended corresponding market strategy to the four target markets Foxconn DIY chassis market.