Research On The Marketing Strategy Of Schindler Elevator In Saudi Arabia

Since the seventy’s of last century, China’s elevator industry after almost fifty years of development, has developed from scratch, from small to big, the strength of enterprises, technology, management and marketing tools to significantly improve. It became more and more Intense in competition. Schindler elevator need to do effort to maintain domestic market, meanwhile, develop a new export market is extremely urgent.Saudi Arabia, is a typical country in middle east zone, it will make sense if Schindler can occupy and lead this market. Base in Saudi Arabia, we can develop all the middle east even for near and far east zone.This paper briefly introduces the history and present situation of Schindler elevator in Saudi Arabia, to study the management of knowledge, combined with the actual situation of Schindler Elevator Company in Saudi development, has conducted the thorough research to the company’s future development strategy. In the course of the study, the integrated use of PEST analysis, SWOT strategy analysis tools such as Schindler, analyzes the company’s external environment and internal resources situation.Research shows that: Schindler currently should improve the product from design and quality, price reduction, and consummate customer service system. The conclusion in this study, could give a reference for management on the market strategy developing in Saudi and middle east.