Research On Marketing Strategy Of TF Precision Air Conditioning Company In Bangladesh

With the development of globalization,the economic enviroment of Chinese air conditioning enterprises are getting more and more difficult.Firstly,the growing speed of Chinese economy in the past 30 years has been slown down,as well as the demand of civil air-conditioning products.Secondly,because of the high cost in China,lot’s of facotries in manufacturing industry have been moved abroad,whichmeas the demand for air conditioning in factories has also been reduced.However,a huge amount of excess capacity is still existing on the supply side since there are a large number of local companies manufacturing air-conditioning devices,and the improving of production efficiency caused by technical advance.Foreign enterprises have seized a large share of the domestic market by globalization.Under this circumstance,to develop and dig overseas markets is a good opportunity for Chinese air-conditioning companies.TF Company is an air-conditioning enterprise with its own R&D department and production in Dongguan City,China.Based on TF Company’s business in Bangladesh,this paper analyzes the market demand and trend of clean and precision air-conditioning in Bangladesh.And according to the real sales performance and service cases of TF Company,the specific situations belongs to Bangladesh market and the research points of this paper are raised up.Based on the collected information,this paper analyzes the specific problems that TF company has encountered,by using of marketing management theory,international business,and strategic management etc.In this paper,SWOT analysis tools are used to study the market competition situation of TF company in Bangladesh.Further,the marketing strategy is deeply studied and the conclusion is drawn.This paper points out that the marketing position of TF is the specific market with high level of technology requirement.The suitable marketing strategy should be focusing on advanced technology,products,service and selling.And,based on the economic condition of Bangladesh and the differences between Bangladesh market and Chinese market,this paper presents and demonstrates the marketing strategy of TF about selling clean and precise air-conditioning units with advanced customer service in Bangladesh.Besides,the strategies of technological innovation,multi-channel marketing and flexible pricing in differentiated service level are also disscussed in this paper.Based on the current marketing strategy,it is suggested to put more attention on brand promotion and building the leading position in specific markets.