Analysis Of RS Microcontroller China Marketing Strategy

Microcontroller, as most core components in electronic products, it meets vast demand in China and has a great potential demand for future growing business prospect, which attracted almost all MCU manufacturers come to China looking for business. But China market is quite different from foreign markets. Many of the foreign manufacturers succeed in other countries realize that China is a more challenging market.MCU vender RS has done a lot of work in China, but its current MCU business doesn't achieve its desired objectives. RS faces tremendous pressure, such as the impact of competition, poor channel management, product pricing pressure and not understanding China's local customers and others.How to do in China MCU market? This paper uses related marketing theory 4Ps and 4Cs to analyze RS MCU marketing strategy and its business dilemma in China, coupled with SWOT analysis tools, point out the way to find solution for solving RS problems: make suitable strategy according to China local customers in the low-end products, while in the high-end products, develop the China MCU market with application-oriented products.This paper introduces RS and its profile in China operations. Makes overall analysis for the results achieved and the current implementation of the marketing strategy of RS MCU in China market, and highlighted current major problems and challenges. The paper makes a detailed analysis of the competitiveness in MCU market, some of the main characteristics of the competitors, future development trends, MCU buying standards for China domestic manufacturers and their purchase decision-making process for operating, gives a hand to the manufacturers, which is joining in China MCU business, to make the correct marketing strategy. Then introduces RS MCU business in China, sums up RS MCU internal advantages and disadvantages, adds external environment analysis to RS operating situation, identifies MCU sluggish sales, points out direction of marketing suitable strategy for RS China MCU business. Finally focus on analyzing RS MCU sales strategy in China market, including product strategy, pricing strategy, channel strategy, marketing strategy and cooperating strategy with independent design house, and gives recommendations.