Epson Mini Printer Marketing Strategy Research

Over the past ten years, foreign mini printer brands have aggressively penetrated the China market, which includes retail, hospitability, telecommunication, banking industry etc. Domestic printer suppliers, however, are trying to become market leaders instead of followers after getting technological breakthrough, which makes big foreign brand like Epson to face more and more competitive challenging. This paper aims to help EPSON to clearly define its target market and market positioning and therefore make effective marketing strategy and enhance its sustainable competitive strength by making objective and rational analysis on both internal and external environment of Epson's mini-printer market as well as in-depth analysis on mini-printer industry. Then making the decision of sales expanding strategy, abundant production line and proper price strategy.The paper consists of six charters. Charter One mainly describes the background, aim and process of the study. Charter Two make analysis on mini printer industry and competition situation. Charter Three analyze mini printer market situation. Then analyze Epson's competitive strength with Charter Four. And Charter Five focus on the target market and positioning making-decision. The charter six make analysis on marketing strategy. The conclusion gives a summary for the marketing strategy.