A Study On How To Improve Company A’s Marketing Tactics

This paper analyzed Company A,which is focusing on in the built-in Kitchen appliances market,considered to be the “new blue sea” market as the main Home appliances market is already in a mature and very low growth period.As the Built-in Kitchen appliances market size and value is dramatically growing in the past few years,Company A’s sales and market performance is extremely under expectation.The analysis is trying to find out the issues and root cause/causes to the issues in Company A’s marketing tactics and market management executive activities,meanwhile to raise the proposed solutions and improvement suggestions accordingly.In this paper,management tools and theories such as STP,4P and Customer Purchase Decision-Making Process etc.are used.Main players in Built-in Kitchen appliances market are analyzed and compared to learn about Company A’s problems.Although Built-in Kitchen appliances market is a rapid growing segment,the research in this area is limited.This paper is aimed in helping Company A and to be references for other companies and new research.