The Research On Marketing Strategy Of S Brand Scroll Compressor In European Market

In parallel with social progress and economic growing, more people start to pursue comfort in their living and working environments. China now is the biggest consumption market and manufacture base for air conditioner all over the world, and the spare parts business of air conditioner is also well developed here,including the compressors. Europe is one of the top four air conditioner markets in the world, to be always respected by the advanced application level and the high profit. As the biggest manufacturer of Scroll compressor in China, when aiming this high-end Europe market, it is necessary for Company S to set the suitable strategy based on deep research.The research of this thesis will focus on the export work of S brand scroll compressor to European market, mainly including the countries:Italy, Germany, Spain, France, Switzerland, Austria, Sweden and Denmark. Based on the theory of Strategic Management, the external and internal environment will be analyzed by the External Factor Evaluation (EFE) Matrix and Internal Factor Evaluation (IFE) Matrix respectively in this thesis, in order to define the external opportunity and threat, as well as the internal strength and weakness. Then, with the contribution of SWOT matrix analysis, the final export strategy for European market could be concluded, which will be suitable for the product characteristic. After the market segment, product positioning and the confirmation of target market, the implement plan of this export strategy will be explained through Product, Price, Place and Promotion, besides theses, the supporting solutions will be also advised.The analysis and research in this thesis is not only available for S brand scroll compressor, but could also give some reference to other compressors with Chinese own brands, for their future overseas business in European market.