A Study On Marketing Strategy In China Based-on Competition Positioning For W Bearings Corporation

Global financial crisis which brought severe impact to world economy blasted in2008. It has not receded completely. Global economy has gone into post-financialcrisis era that the global economy is recovering slowly. China is encountering apressure which the economy is going down after a high growth in2010. At the sameyear, W corporation selected a way to walk into China market and expected to boostfurther. The economic situation they were facing was complicated when Wcorporation made their decision and the competition was particularly intense. Themain issues W corporation was involved in were how to firm a foundation, open up asituation, grow steady and achieve the goal of development. It is also the issue theyneed to solve indeed.The thesis is on the subject of market strategy and based on the theories ofenterprise core competence, competition and positioning. It did a careful research onChinese bearings’ market which combined the current economic condition, thedevelopment atmosphere of bearing market and the need of the market. The uniquestrength W corporation owned was shown up after a thorough analysis by setting up amodel of value chain of ECC, which begun from a historical development andenterprise culture of W corporation. It also used the tools of Porter’s five forces andSWOT to seriously analyze the environment they were in and the competition theywould be in. Through analysis and model research, ECC of W corporation wasextracted out and the market positioning in China was summarized. The thesis got thestrategies of W corporation in China and told means and suggestions to them. A cleardirection for W corporation to develop and how to sell in China was given.