The Research On Marketing Tactics Of Shanghai Sharp Washing Machine

Since the reform and opening-up policy was carried out in late 1970s, the washing machine industry of our country has developed greatly and made a lot progress. At present, our national economy is in good order and the living level of people improve continually. All these lead to a lot of opportunities for the washing machine industry.There exist many washing machine manufacturers in the market and the competition is becoming more and more severe. Shanghai Sharp Electronic Appliances Co.Ltd was founded in Shanghai in 1992. Since its foundation, the company has made great progress and its washing machine also developed quickly. But as the severe competition in the market, its washing machine face some problem, for example, lacking of suitable marketing strategy, its market share could not rise over the past years, etc. How to deal with these problems? And how to make a suitable marketing tactics for Shanghai Sharp Co.Ltd to gain competitive power in the market?Using the basic theories of marketing, and combined the practice, the paper analysis the washing machine industry environment of our country in details, the main competitors, the current demand feature etc., then put forward a series of marketing tactics for Sharp washing machine, the conclusions are very useful for the company.The contents of this paper are as follows:Part one, introduction. In this part, the paper analyses the background of the paper, the research method and the main structure.Part two, the theories involved. In this part, the author analyses the main theories of the marketing, such as the 4Ps theory.Part three, the outer and inner environment analysis. In this part, the author analyses the macro environment of washing machine industry in our country, the main competitors in the market, the customers' behavior analysis, the inner environment of company and the marketingnetwork of company, etc.Part four, SWOT analysis and target market analysis. In this part, the author makes a SWOT analysis on Shanghai Sharp Com. washing machine segment, and then analyses the company's segmenting, targeting and market positioning.Part five, first, the author redesign the marketing organization of the company; Secondly, the author details the marketing tactics, including the product marketing tactics, the price marketing tactics, the place marketing tactics, the promotion tactics, and other tactics, etc.Part six, conclusion.