Marketing Strategy Of Generator Sets Based On Customer Value

The power generation industry has been growing rapidly for the last decade, now the competition is violent for each player. As one of the market leader, Dynasty Corp. plan to define new strategy to significantly increase the market share of middle range and light duty generator sets which is represented by highway generator set segment.In this thesis, just take the Dynasty Company as an example to explore how to study the customer requirements and define the company marketing strategy. Firstly the thesis selected16customer requirements by the power generation industry experts of Dynasty Company after considering the related factors with their rich experience on power generation industry especially the deep understanding of the segment market in the area of high-way, then the author organized the related team members from different department including sales, marketing, application engineering etc. to go to the generator set field to talk with our customers and collect information from the field installation, in the meantime, over160voice of customer were collected related to how important they thought for each of16pre-selected customer requirements, score the importance by giving1-5represented as very unimportant, unimportant, normal important, important, very important. Finally the thesis did an analysis on the collect data from the visit with SPSS tool. In one hand, the thesis verified the consensus between the output from analysis on the customer most cared requirements whatever from the contents and latitude distribution, in another hand, the thesis discovered some new requirements specially cared by the customer, for example, normally the requirements on Chinese display of control system is so important to customer, but the analysis result told us that it was not so much, while, discovered that customer care the requirement of the success ratio of automatic start very much. All those are very valuable for defining the right marketing strategy.This thesis proposed the marketing strategy for the high way market, based on the analysis of customer visit and the present overall marketing strategy of the Dynasty Company, it is a good reference to the management team.