Research On Marketing Strategy For Household Porcelain Products Of Lenox

Lenox Corporation is the first US manufacturer of porcelain and crystal tableware, household ornaments and metallic giftware. Lenox is the first household porcelain ware brand provided to the White House, it is also the market leader in worldwide bone china industry. With the rising of new porcelain manufacturers, and the increased manufacturing capacity of porcelain ware in developing countries, represented by China, competition in international porcelainware market becomes fierce, Lenox was facing a constantly changing environment in manufacturing and selling. Under the situation that many international tableware companies fight to seize a piece of the Chinese market, Lenox has entered this market in the form of exclusive distributorship. It then becomes a proactive question on how a newcomer as Lenox could survive and strive for development, in this competing market.Based on marketing theory, referencing Lenox’s marketing strategy in the Chinese market, through methods of field survey and questionnaires, this thesis introduced the situation Lenox currently faces. Adopted tools such as the Potter Five Forces Model and SWOT Analysis, it has explored the biggest factors imposed to Lenox porcelain ware products in the Chinese market environment. Compounded with the strengths,weakness, oppourtunities and threats Lenox faced with, the thesis also suggested countermeasures and strategies Lenox should take. Furthermore, analyzed with the marketing strategy combination theory of 4P, the thesis pointed out the lacking in Lenox’s marketing strategy, supported by root cause analysis, and provided improvement proposal: Lenox porcelain ware products should adapt itself to the Chinese dinning culture and Chinese people’s daily lives, constitute marketing portfolio strategy based upon a clear brand and marketing positioning. The thesis emphasized the importance of distribution channel integration and cultivation of fine china consumer base.Based upon empirical research, the thesis brought out some proposals, offered realistic values to the marketing of high-end household porcelain ware products. Among which, the problem and root cause analysis regarding Lenox household porcelain ware products’ marketing strategy in the Chinese market, and the proposal on Lenox’s product marketing strategy not only provided reference to marketing strategy planning of high-end international household porcelain ware brands, but also opened horizon for high-end customization of Chinese household porcelain ware products.