Study On ABB (China)'s Marketing Strategy Of FORU Product In Jiangsu Area

In recent years,China's low voltage circuit breaker industry made rapid development,benefiting from the continuous improvement of production technology as well as market expansion.Low voltage Moulded Case Circuit Breaker(MCCB)one of the main low-voltage components.It is an important task for companies in this industry to make a scientific marketing strategy.The paper uses PEST analysis method to analyze the macro environment of low voltage MCCB market in Jiangsu.Meanwhile,it also uses SWOT analysis and Porter's Five Models to study the micro environment of this market.The paper analyzes the difficulties and problems that ABB(China)'s MCCB faces in power distribution and automation business channels.It points out the marketing shortage of existing Tmax product.Then it creates positioning for ABB(China)'s new FORU product in different market segmentations.The paper continues by using 4P marketing theory to make analysis,focusing on marketing strategy of ABB(China)'s FORU products.Finally,the paper proposes solutions of adjusting organization structure and improving management measures to ensure the implementation of marketing strategy of ABB(China)'s FORU products in Jiangsu area.