A Case Study On Marketing Strategy Of A Company’s Dalian Retail Store

In recent years,the rapid development of China’s economy has brought many opportunities and developments to domestic enterprises.At the same time,a large number of foreign-funded enterprises have seen the huge potential of the Chinese market and have invested in China.The Chinese market has become the core business area of many foreign-funded enterprises.This paper takes the American technology company A company’ retail store in Dalian as the research object,and adopts the theory combined with the case analysis method to conduct a case study on the company’s marketing strategy.A Company was founded in 1976 at California,USA and is mainly engaged in consumer electronics and software services.It has become the world’s highest market value company in 2018.Its core business is smart phones,but the sales and profits of smartphone business declined for three consecutive quarters from 2018 to 2019.A company’s Retail Store in Dalian was opened in 2015,it also met many challenges on business in recent years.This research is based on Marketing Strategy theory,using 4Ps and 4Cs theory for deep researching on Dalian Retail Store.Furthermore,the paper takes the methods of Case Analysis to study and analyze marketing strategy of Dalian Retail Store.It found the reasons for the real decline in performance,the decrease in customer satisfaction and the problems in management.The main reasons include unmet customer needs,high customer purchase cost,insufficient customer orientation in the purchase process,lack of in-depth communication.By analyzing the internal and external environment of A Company’s Retail Store in Dalian,it is also concluded that the differentiation strategy should be continued.At the end of the research,the corresponding strategies and suggestions are given for the 4Cs strategy.It includes reducing customer purchase costs,increasing customer orientation,streamlining shopping processes,and increasing in-depth communication.I hope that it could help Dalian Retail Store to face the challenges and dilemma.At the same time,I hope to find out the root causes behind its success and the current dilemmas.It can also enable Chinese technology companies’ retail store to learn from and use them in the management and development of enterprises.