The Research On The Marketing Tactics Of High-Level Router About MP Company

In the past two years, MP Company has experienced some troubles in marketing. The Router sale has decreased little, but its profits unprecedented dropping to a great extent. Through many years development, Router market has already changed greatly, but MP has not made corresponding products adjustment to high-level Router market, which is the main source of profits.The paper adopts the relevant theories of the marketing to study marketing tactics of MP high-level Router on the basis of comparatively abundant researches on internal and external environment of the company. Firstly, the paper uses the method of SWOT analysis to analyze present marketing direction of MP High-level Router, combining the strengths/weakness of MP and the opportunities/threats MP facing. Then based on the strategy direction of high-level Router, the paper makes segmenting, targeting and positioning to the relatively telecom and non-telecom markets respectively.Moreover, on the basis above, the paper makes 4Ps marketing tactics (product, price, promotion and place) of MP high-level Router. Finally, in order to guarantee that the above marketing tactics can be implemented smoothly, the paper proposes the strategy of MP by establishing marketing organization structure, training and encouraging marketing staff, at perspective of organization and personnel guarantee.In the face of high-level Router fierce marketing competition, only closely following marketing changes and making corresponding strategy, MP high-level Router could be a strong position. It has reference meaning to other IT enterprises also.