Study Of Market Strategy Of Qi Feng Towel Factory

Qi Feng Towel Factory which mainly produces towels,home textile products and sports textile products.Founded in 1989,it is engaged in the production of towels and towel products for nearly 30 years.It is in Ganjiao Industrial Zone,Lishui Town,Nanhai District,Foshan City,Guangdong Province.Qi Feng's product are mainly exported to U.S.A,European developed countries in the earlier years.After the financial crisis in 2008,the growth rate of global economy slowed down;meanwhile,with the development of China,the costs of labors and resources were significantly raised,causing many low-end export manufacturing factories to lose their space for development.Thus,Qi Feng planned to sell products originally produced for exports in domestic market.Determining to enter the market of maternal and infant towel,Qi Feng established their own brand “Kadibaby”.However,because without conduct any market segmentation study on the domestic B2 C maternal and infant towel market,the “Kadibaby” products are selling to every buyer same as their B2 B business model.Result in the problems of unclear segmentation and unfocused targeting.The purpose of this thesis is aiming to firstly offer an in-depth customer segmentation of domestic maternal and kids towels markets.Secondly,provide advices on market segmentation for maternal and kids towel.Finally offer suggestions on product classification and market positioning for Kadibaby.Mainly using literature review and case analysis methods,combines Maslow's hierarchy Needs Model to analyze the psychological needs of targeted new generation and studies the subdivision factors of their needs.Then,dominant factor analysis method is used to select the main factors to segment the market.Through the analysis and combination of major factors,four market segmentations are recommended.Finally,target market is selected through a product specialization strategy.