| With human beings’ awareness of energy saving and environmental protection increasing, Lighting Emitting Diode(LED), because of its advantages of energy saving, environment friendly, small size, long lifespan and rich color, becomes the fourth lighting source and is popular all over the world. China, with the advantages of cheap raw materials and low labor cost, becomes the largest manufacturing country of LED lighting in the world and exports the LED lighting all over the world.K company is a small exporting enterprise engaged in indoor and outdoor LED lighting, whose products are mainly exported to Europe. This thesis, taking K company as the case, firstly introduces the current situation of K company and finds out the problems in its marketing process, secondly analyzes the macro-environment, market competition, advantages and disadvantages of K company by adopting the methods of PEST, Michael Porter’s Five Forces Model and SWOT, finally on the basis of market segmentation and market positioning, puts forward the specific marketing strategies and measures as follows: 1. Reinforcing the research and development of new products, improve the product quality, package, brand, labels, and delivery time etc. 2. Reducing the prices of the mature and stable products and using market-penetration pricing for new products; providing specific quotation according to customers’ requirement. 3. Learning about customers’ characteristics from the website; managing customers on customer segmentation. 4. Optimizing the website, search engine and Alibaba, improving the email value, attending fairs and using online social media to promote. 5. Establishing Customer Relationship Management; strengthening Supply Chain Management; completing international certificates of all products and strengthening sales management.The above conclusion clarifies the market positioning and marketing strategies of K company, effectively solves its current problems and indicates the direction for its future development. |
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