The Marketing Strategic Research Of Fons-Nitta Company's FTTH Products

Along with the faster growth of internet and popularization of broad bandwidth network in recent years, the demands of which the subscribers like the bandwidth access network so much are increasing so fast. The demands tremendously stimulate the deployments of bandwidth access network. As the new and high technology of access network, FTTH is going to be commercial running globally. In Chinese market, the products are being accepted by consumers gradually. FONS-Nitta Hangzhou Company Ltd which headquartered in Tokyo, Japan is a wholly subsidiary of jointed ventured company be FONS US and Nitta Japan at 50% share of each is going to promote the products to this market. In order to capture this market and meet the goal of company global as a new company, this paper will adopt the relative theories to help company to meet the goal.The competitive strategy which initialized by Michael Port can help us to analyze the current competitive environments from customers, suppliers, competitors, potential comers, substitutes, as well the factors, such as governments, technology, etc. Meanwhile, it also points out company's strength, weakness, opportunities and threats from macro environments and internal situation through the method of SWOT, defines the company's goal, position and chooses strategy. With help of theory of Market Management from Philip Kotler, it selects company's marketing strategy from Product, Price, Place and Promotion which is 4P. At the same time, it also emphasize the importance of Relationship Selling. Hope it will bring helps to company with this paper from both strategies and tactics.