An Empirical Study Of Marketing Strategy Of Premium Sound Solutions

Automotive industry, as a leading industry with her long supply chain,big impact in the employment and consumption, has a critical position in thenational economy. Automotive components manufacturing, supportingindustry of car manufacturing, is one of the key industries supported by thelocal governments worldwide.Premium Sound solutions (referred as “PSS” in below text), once wasthe leading automotive audio system especially loudspeaker manufacturerthirty years ago with robust design and stable quality. In recent years,however, due to the emergence of Chinese and Taiwanese car speakermanufacturers, PSS has lost the competitive edge. On one hand, due to thefact that most speaker factories provide similar products, customers have puthigh cost pressure to PSS. On the other hand, the recent inflation and hourlyrate increase all over the world esp. in China made the problem even worse.PSS has quite thin profit.How to get out of the difficult situation? This thesis gives a relativelyclear answer through the analysis of the internal and external environment ofPSS, Five Forces Analysis, and SWOT analysis: that PSS has to aim atmiddle to high end market with the establishment and enhancement of PSSbranding, the classification and expansion in developing middle to high end product portfolio, the branding and integration with the next chain–manufacturer of amplifier. Meanwhile, PSS has to change from the productoriented marketing strategy to customer-oriented marketing strategy, toachieve the sustainable success through creation of unique customer value.