Research On R Company Marketing Strategy

With the all-business operation of three major operators, 4G network begins to be constructed in large scales, which is not only an opportunity but also a challenge for the manufacturers. In this process, the competition between operators intensifies, and vicious low-price competition often appears to fight for projects, while the price forces the operators, whose profits have already declined significantly, to lower all kinds of their charges, and what’s more, as more additional value is plundered by manufacturers who are focused on producing content, the operators begin to “be channelized”. However, the manufacturers of access network still need to face the development rule of relevant products from growth period to mature period and then declining period. Under the background of current telecommunications industry, how should R Company formulate strategies and tactics suitable for themselves?As a company who has entered into the industry of communications rather early, although R company has always remained a substantial growth in performance since its establishment, it experienced the problems of difficulty in financing, crack of financial chain, weakness of market expanding, and failure in company transformation. This paper firstly analyzes the external environment of R Company from strategic level by adopting PEST analytical method, studies the external political environment, economic environment, social environment and technological environment of R Company, and investigates and analyzes the competitors within the industry detailedly. Secondly, it analyzes the internal environment of R Company, and mainly studies and its resource and competitiveness, this paper also finds out the core competitiveness of R company, then lists the EFE table and IFE table for R company, according to which a SWOT analysis is made.This paper conducts the STP analysis on all the markets of R Company, focuses on studying its difference in operator market and industrial market, and comes to a conclusion: the target market of R Company must be positioned on the market of operators’ major client access. Then, the strategy of R company is researched by utilizing the knowledge of management theory learned during MBA study, and the advantages and disadvantages of “overall cost leadership strategy”, “single-minded strategy” and “differentiation strategy” on R company are separately studied to conclude finally that: differentiation strategy is suitable for R company.In the end, this paper studies the marketing strategy of R company by using 4P analytical method, and separately analyzes and studies R company’s product strategy, price strategy, channel strategy and promotion strategy in details and provides suggestions on improvement and means in controlling strategy implementation according to the strategy R company adopts currently.