Study Of Marketing Strategy For Roland Printing Machine

Along with the foreign investment entry China market at the early stage of reform and opening up policy, Roland printing machine won popular there. Currently, on one hand, customers get much more sensitive on machine purchasing prices after levying customs duty as the Chinese government suspended the duty-free policy, let alone to say that Roland machine price is somewhat higher in this line. At present, the price gap between Roland and its competitors is further broadened.. On the other hand, with the entry tide of other international brand of printing machine into China market, occupying Chinese market share, general market share of Roland in China is eventually declining, for example, Roland machine occupied less than 5% among those machines purchased by private enterprise in 2004, as competitors strengthened its investment force in China and Roland took a late start-up in Chinese market, although Roland machine enjoys strong technology advantage. Roland is facing big challenges under the double pressure of disadvantage duty policy and increasingly competition.This paper concluded that MAN Roland's best strategy in China market-summarized as differentiating strategy in the basic competition strategies, through analysis and summary with Balance Scored Card on both advantage and disadvantage between MAN Roland and competitors, printing industry competition in China with "Diamond Model" of Michael Porter, positioning of MAN Roland machine in Chinese market with "Five Forces" Model, which structured the internal advantage and disadvantage and strategic combination of external opportunity and threat, further analysis on selection of key factors with 20/80 principle and ABC rules, at last, pointed out where MAN Roland to distribute resources according to product theory and how to carry out programming.My achievement from the article, I grasped the ability to combine competitive theories and related analysis to solve problems.