Marketing Strategy Research On Excelsys Power Supply In China

Excelsys is a power supply company which setting the headquarter in Ireland, with more than 20 years experience in the field of switch power supply. It mainly provides the high power density, high reliability of AC/DC configurable power supply to industrial, medical and military markets. The revenue grows rapidly in North America and European market, but stagnates in China market over a couple of years. China as the world's second largest economy, the demand of power supply will be bigger than North American market in 2016 to become the world's biggest power market. Therefore, Excelsys must make a breakthrough in China Market.This article chose Excelsys marketing activities in the domestic of China as a research object, and took the marketing theory as foundation, seriously analyzed the internal and external environment of enterprise. First of all, analyzed Excelsys external environment by 4C model, having the major detail analysis of customer, industry and competition, sales distributors, and macro environments of PEST, to fully understand the opportunity and risk in the external environment of enterprise. Secondly, comprehensively analyzed the internal environment of enterprise, which including the corporate culture, human resources deployment, business target in China Market, and the ability of Excelsys itself to find out the strengths and weaknesses. Further, according to above analysis to make market strategy, used SWOT analysis model to summary the internal strengths and weaknesses, as well as the external opportunities and risks, used the STP strategy to determine the target market of Excelsys at the same time. On above basis, the paper combined the marketing mix theory (4P) to propose the product strategy, price strategy, channel strategy and promotion strategy. Finally, proposed the guarantee measures to ensure the successful implementation of this marketing strategy.The research has direct guiding significance for Excelsys in the domestic market of China, also has a certain reference value for the same type of enterprise to make their marketing strategy in China market.