Marketing Strategy Of Bobylon Fireplace LTD.

Along with the progress of the opening policy, China has made a great achievement in economic within just two decades. Shanghai, as the financial center of China, increased the speed of the syncretism of the eastern and western culture, and the existence of a huge amount western style building has indicated a giant market for fireplace dealers.Bobylon fireplace Ltd. is the pioneer of fireplace manufacturer in China; it takes possession of more than 40% market share of the fireplace market in China for a time, followed by overseas fireplace giants Dimplex, Invicta etc. At year 2003, new forces of fireplace producers suddenly rise in China, and once taken possession of over 50% market share at the first quarter of 2004. Up to the beginning of year 2005, China has over 1.3 million fireplace users. This paper discussed how Bobylon use its reasonable and effective marketing strategy to compete in this rapidly developing market.Firstly, the author used the PEST module to analyze and evaluate the macro-environment, micro environment and competition status. Bobylon is facing national policy adjustment, demand increasing and diversification. It's also facing price descend, and threaten of fast developing technology. The author analyzed the policy, law and economic environment, especially in Yangzi River Delta. As about Jiangsu and Zhejiang province, both are well developed, denizens here have very strong consumption ability, demands for luxury fireplaces are very optimistic. China is a very historical country, as we keep our traditional culture on one hand, on the other hand, we also adopt...