Study On The Marketing Strategies Of MO Machine Tool Company

In the background of economic globalization, many foreign companiespour into China, bringing advanced producing technology, modern managementexperience and a number of job opportunities. As a result, they contributed a lot toChina’s economic growth which can not be ignored. At the same time, under theguidance of the "going out" strategy, plenty of Chinese enterprises began to goabroad and enter the international market. As one of the emerging strategic industriesthat are top cultivated during the "12th-five" year, the high-end equipmentmanufacturing industry is faced with excellent future prospects. Since2007, China’smachine tool consumption and the amount of importing machine tool have beenranking first in successive years in the world. However, the ability of production hasbeen only ranking fourth. The huge gap between consumption and production,coupled with the continual low level of domestic production of machine tools andlow-tech state, makes China ’s demand for imported machine tools is pretty high.Our huge market for machine tool has attracted many multinational companies tocome into Chinese mainland market and become an important part of multinationalglobalization strategy. As one of the world leader in the field of processing metalmachine tool manufacturers, MO Machine Tool Company successfully enteredChina and achieved major successes. In the meantime, MO Machine Tool Company,as a foreign company, is also facing new problems and challenges. Especially interms of marketing, the company requires a in-depth understanding of Chinesemarket, and constantly adjusts and improves marketing strategies in order to betteradapt to the marketing environment of Chinese machine tool industry.In this thesis, the research will be focused on the analysis of marketingstrategies of MO Machine Tool Company in China. From the overview of thecompany’s development in China, the history and the current marketing situation, thethesis will analyze the problems of its marketing strategies in China. MO MachineTool company’s current strengths, weaknesses, opportunities and challenges will beanalyzed under the basis of making use of PEST and SWOT analysis theories. Bystudying the target markets and segments, the target markets of MO Machine Tool Company will be relocated. Finally, according to the problems of marketingstrategies in MO Machine Tool Company, using a combination of marketing strategytheory, combining theory with practice, the author will put forward some ideas andsuggestions to further improve the company’s marketing strategies for MO MachineTool Company in China.