Marketing Strategy Analysis Of STMicroelectronics Power B.U.

There is a significant impact on the electronic technology when the oil price continue growing and the energy was shortage in world wide. Power semiconductor industrial is going to face the big challenge results from the energy consumption: green power, high efficiency, power saving, environment protection, low pollution, re-cycle & re-usage, easier depackage. Along with the challenge, opportunity is coming. Multi-country-company like ST should have more opportunities in terms of the extending of electronic technology application and the centre of consumer market move to China . More questions around us need to be answered: where is the true opportunity, where is the target market, how is the industrial environment, how is the competitor's advantages and strategies, how to manage our own marketing strategy in order to extend the market share…First of all, it talked about the situation of ST and its China Company. ST Industry& Power B.U in China made a great success and achievement in the past few years. However, the market, the environment and the customer requirement are changing sharply, we need to face and solve the coming or existed all kinds of challenges internal and outside of ST. Based on the reviewing of the situation current and history of power semiconductor industrial, it gave out the competition status, main competitors'features and the detail description related to the customer in China their purchasing-habits and requirements. Then, it talked about the approach and strategy of how to identify and select the target market and customer. Finally, four marketing strategies are being used into the practice in ST Power B.U, including: production strategy ,sales-channel strategy ,promotion strategy and strategic-alliance strategy. It made a great contribution to ST's success and continues growth in the industrial of semiconductor.