Research On Marketing Strategy Problem And Improvement Of FD Company

In recent years,the competition of electronic products manufacturing industry has been in the heat of race,and the industry focus is always changing.Desktop computers,laptops,cameras and printers in traditional industries have declined sharply in recent years.And there is limited room for mobile phone,video games and servers to grow.At the same time,manufacturers in mainland have grown to be extremely efficient at capturing market share these years.FD's market share of the global connectors has declined from 6% to 5.5% in the past two years and it was pushed out of TOP 5 global connector suppliers from some research institution.On the basis of marketing theory,this paper studies the product marketing strategy of FD company.In the first part,the background,purpose and significance are described.In the second part,it gives an overview of marketing environment based on PEST Marco theory,Porter's five forces analysis and SWOT analysis,and Then it summarizes the segmentation,target and position of STP marketing strategy.The third part introduces the operating status of FD company and then puts its emphasis on organization,productivity,technology,marketing resource and management system.Then the PEST theory is used to study the political,economic,social and technical environment of FD Company as well as competitiveness and marketing environment analyzed by Porter's Five Force.It also mentions that the main problem of FD Company will come out after analyzing the strengths,weaknesses,opportunity and threats with SWOT analysis.In the fourth part,it finds out and analyzes the three problems in market strategy of FD Company.In the fifth part,it classifies all products into four categories and proposes to target its market for improving the market share of traditional industries steadily and getting into the automobile,industrial internet and medical industry.Additionally,It positioned the products that to lead the low-end market and expand the middle and high-end market.Thus,it can be completive in international market.The last part formulates the improving plan and safeguard measures to ensure the effective implementation of the optimized marketing strategy.In general,the study on the optimization of marketing strategy in FD Company can be kindly referenced for FD‘s development in next 3-5years.I also hope that this paper can be used for reference andhelp other companies in the group.