The Research Of Shimadzu China For Marketing Strategy Of Testing Machine

As a famous Japanese equipment supply company, Shimadzu Corporation has entered Chinese market since1956. The company has been committed to Chinese market expansion and development. Testing machine department is one of many departments in the company. Due to the sales record is relatively small compare to the other divisions, so the investment in China is low. In addition, company’s headquarter did not pay a lot of attention to Chinese market. As the result the updating for the product is slow. On the one side, the company is facing significant opportunity of growth, on the other side, there are more challenges the company needs to deal with. Shimadzu Corporation not only with certain technical and cost advantages, but also they have to consider the risk of development.The author has gathered quite amount of first hand data through technology association meeting and survey; The second hand data are mainly from the interview with people who are working in this industry and also the author made a lots of research online and offline database. After the data analysis, the author had a good view of Chinese testing machine market and the market demand, the analysis of competition from major domestic and foreign manufacturers, which has the following factors, political environment, staff shortages and so forth. The author has analyzed the market competition that testing machine department is facing; detailed analysis of the current development of the testing machines department, market conditions, problems such as the internal environment, Based on thoroughly analysis the marketing strategy and SWOT analysis has been carried out.Through the SWOT analysis, we have a clear marketing strategy for the target. In order to seize the opportunity and to make best use of company’s advantages. Author has carried out A series of measures to optimize the marketing strategy. To improve the company’s cost control system, to implement the price differentiation strategy, To improve the corporate governance and the management level, To set up a detailed differences in management program, based on the different situation and demands of market, to enrich and perfect company’s products, To improve the product differentiation strategy, To build up a perfect service network in order to customize the different level of services, to design a scientific distribution channel in order to perform all kinds of product’s promotion, To build the long term cooperating relationship with the clients. At the end, in the condition of all the assumption could implement smoothly, the author has made the forecast for the development of SHIMADZU Test Machine Department. But the author also stated that all of the marketing strategy and market forecast above are based on the existing knowledge of internal and external environment. In the long term, It still needs continues adjustment according to the need of development.