Strategy Analysis Of Low Voltage Product Of ABB Company In Guangxi Market

ABB is a global leader in power and automation technologies, and ranked in the Fortune top500companies. The low voltage product business unit is one of its most important business units. Since the90s of the last century, the low voltage business of ABB has got rapid growth in Chinese market. In need to maintain the growth of market in the next period of time, besides consolidating market share in developed areas, finding new profit growth in the underdeveloped areas like Guangxi is necessary. So it’s important to research the marketing strategy of low voltage product in Guangxi market for improving the marketing capability and beneficial result.This thesis introduces the low voltage product, and the market of it firstly. Then based on the current marketing situation of ABB, analyzes detailed the problem of the promotion of the world’s most high-end products like ABB in a economically underdeveloped areas like Guangxi. Based on that, this thesis begins to research and improve the marketing strategy of ABB. By way of the analysis of external market environment, internal conditions, the competition environment of the industry and the SWOT analysis for the Guangxi market, determine the target market and the market position of ABB in the Market Segmentation of Guangxi, and formulate the marketing mix strategies of production, price, promotion and channel for the Guangxi market. and customer relationship management strategy and brand strategy as a supplement, as the end, establishe safeguards for the key problems of the strategies.The researching results of this thesis will have a important role in enhancing ABB’s marketing capabilities in Guangxi market, and can provide a reference to the marketing of similar products.