The Study Of Company A Marketing And Management Change

With the change of the structure of global home appliance industry and the change of consumer perception as well as the end of cheap manufacturing era, Chinese white goods’ competition has risen to enterprise-wide competition from rounds fierce low-price battle in recent years. At this stage, lots of the home appliance policies had withdrawn from the market on schedule, the industry growth is obviously slowing down, the potential impact of the U.S. debt crisis and the European debt crisis is spreading rapidly,the company’s internal and external develop environment has been greatly changed accordingly. How the home appliance enterprises spend the industry winter in this situation, how to stand out in the multi competition to break the siege, enterprise change is imperative.Based on the marketing and management of changes study of white goods leading company A, this article is exploring the effective change ways of appliance enterprises, the article indicates that the enterprise change should focus on the initiative, mental change and the execution. Moreover, this article indicates that enterprises should concern the whole industry good value chain shaping as well as their own development.The first chapter is an introduction of this research; the second chapter describes the historical evolution of the home appliance industry and company A’s history, and lists the problems they faced and proofs the necessity of this change; the third chapter uses PEST model and Five Forces model to analyze company A’s external environment, the forth chapter uses the SWOT tool to draw a change strategy; the fifth chapter uses empirical analysis to clarify the change measures of business-oriented, marketing, organizational management and growth mode of change; the sixth chapter summarizes the achievements of the revolution; the seventh chapter analyzes the effective experience and shortcomings of this change and offers a proposal accordingly; the last chapter is the full text summary, it summarizes the effective way of enterprise change.