Research On Marketing Strategy Of FT Integrated Circuit Company

Sincethe global financial crisis of2008, China has been very focused onstimulating domestic demand, while the requirements for protecting the domesticenvironment and resources are increasing. As a result, the energy efficient motor hasbeendeveloping grapidly in response to energy saving and environmental protectionpolicy case. FT---a highly efficient energy-saving motor drive controlsemiconductorcompany was established under this background. Through years of R&D and marketpromotion, sales and market share of company FT has got certain development, whileFT companies also encountering development bottleneck. Especially FT companyneeds to find solutions for coordinating profit and market share, improving productseries and formingbrand and core competitiveness.This thesis hopes to analyze the causes of present problem and find its solutionsaccordingly via the research of marketing strategy for FT company, with the strategyneeds of current FT company, based on marketingcombination and differentiatedmarketing theory.This thesis first analyzes the FT company’s external environment, focusing on thepolitical, economic, social and technological factors, and then analyzes the industrycompetition in detail. Subsequently, it makes an analysis of the internal environment ofFT company, including FT company’s human resources, financial management, supplychain and marketing strategy. Therefore the development dilemma of FT company hasbeen found and also the deep root of problem is explained according to above analysisand FT company development.We can then adjust the market strategy by using themarketing mix theory, differentiation strategy, value chain concept, and redesign it tonew market strategysuitable for the present development of FT company. Finally theBalanced Scorecard is introduced to protect and support the process of strategyimplement for good result.According to analyzing the actual case,this paper will have certain significance forreference on how to set up the core competence from the early development stage forChinese semiconductor enterprise.