The Marketing Strategy Research For T Company Commercial Refrigerator

With the continued economic development, people’s living gets better and better. The people’s demand of frozen food, fresh, healthy natural drinks continues to grow, meanwhile consumer pay much more attention for food safety. Commercial refrigerator is an integral part of food cold chain, the importance of food storage process is self-evident. T Inc. is a Fortune 500 US company; its business covers the construction, machinery, chemicals, food, oil and other industries. Commercial refrigerators attributable to its food equipment division, its global sales of about 2 billion dollars and has many well-known product lines. Commercial refrigeration product is one of well-known product lines, which are the market leader in Europe and North America. But in the Chinese market, due to enter the market relatively late, a clear marketing strategy and the corresponding action plan in order to expand sales and increase market share is needed.The first chapter introduces the research background, objectives, content and research methods and routes, and around the marketing related theoretical basic research, including the definition of marketing management, the definition of 4Ps and market segments, product differentiation, product positioning, distribution channels, value chain, the decision-making chain, VOC, pricing strategies.The second chapter introduces the T company background, a brief introduction to T’s commercial refrigerator products, and the main competitor. Use the SWOT model to analysis the T’s commercial refrigerator business and the main problems of T’s commercial refrigerator in Marketing.The third chapter use STP tool to segment the market to determine the worth entering market segments are the hotel, chain fast-food and chain bakery. Meanwhile, try to position the T Company’s commercial refrigerator products.The fourth chapter selected three major market segments for specific marketing strategy research. First, for hotel market segment, analysis the competitors, design the appropriate product strategy; channels of distribution were analyzed from the value chain and the perspective of the decision-making chain, channel strategy; pricing strategies etc. Secondly, analysis the status quo and development trend of fast food chains market segments, and the customer needs(VOC) is converted to the performance requirements of the product(QFD), and the product positioning and pricing. The third, for the bakery chain segment, propose specific marketing strategy which including value chain analysis, product analysis, pricing strategy and promotional strategy.The fifth chapter is for chain bakery segments introduce the specific marketing strategies. Mainly includes value chain analysis, product analysis, pricing strategy and promotional strategy.Finally, develop T’s commercial refrigerators product marketing strategy and implementation plan, which including market entry strategy into the various segments in the order and focus. Reposition the products, pricing and new product development time schedule and so on. Meanwhile, in order to support the above marketing strategy, T in the organizational structure and staffing need to make the appropriate adjustments and changes; of course, support and analysis from financial point view is needed.