Marketing Strategy Analysis Of ABB Low-voltage Products In China

With the growing integration of world economy, multinational companies in China continued to develop. On the one hand, the rapid rise of China’s economy has greatly increased domestic demand of foreign advanced technology and products; on the other hand, continuely strengthened national technology and local advantages also increase the competitive pressure. In addition, multinationals also susceptible to local economic protection policies, facing with opportunities and challenges of policy. As a leader of electrical equipment industry, the development of ABB in China is also facing a number of factors, so it’s meaningful to analysis the marketing environment of ABB’s low voltage products in China, and to develop appropriate marketing strategies combined with its own advantages. Therefore, the marketing strategy analysis of ABB low voltage products in China has important theoretical significance.Based on the analysis of development status of ABB low voltage products in China and multinational marketing theory, detailed analysis is made in this paper. First, combined with the theory of localization multinational companies and equipment products marketing stratages, ABB’s development in China is analysis by searching and organizing datas. Secondly, based on the theory of PEST and Porter Diamond Model, the political, economical, social and technology environment of ABB’s low voltage products in China is analyzed respectively, while ABB’s low voltage products, market demand, related industries, internal strategy and restructuring, as well as government and opportunities are analyzed, with the opportunities and threats being analyzed using SWOT theory. Thirdly, based on STP theory, the main products, sales and customer types of ABB’s low voltage products are analyzed to conduct market segmentation, targeting and positioning, providing the basis to make marketing strategies of ABB’s low voltage products. Finally, based on the target market and4P theory, the low-voltage products portfolio strategy, price strategies, channel integration strategy, and promotion strategy is proposed, with "relationship marketing" model put forward based on the "marketing plan" concept, to optimize marketing service processes and improve service quality. The proposed marketing strategies of ABB’s low voltage products in China also provide a theoretical reference for the development of other multinationals in China.