The Study On Water Kettle's European Market Exploiting Of XX Company

Water kettle's quick boiling fulfilled nowadays'people's high efficiency requirement of life. The marketing potential is very big for western style home appliances. According to the statistics, there are more than 30 kinds of western style small home appliances in one European family. Among them water kettle is the most common one. Almost every family has one piece of kettle. Attracted by such a big marketing potential, many OEM manufacturers in Pearl Delta and Yangchi River Delta were borned out. Facing great market potential and out of order market competition, it becomes the key point for every company to enlarge their scales and product lines and enhance price and quality's comprehensive competition ability. It is the most important to analyze market to produce out correct products, then make out correct marketing strategy. As engineering\production and so on all things should be done according to marketing requirement. Water kettle was initially invented and designed by STRIX controller company, a Britain controller company. From then on, it was prevailed in the whole European\American and so on worldwide countries. But for China marketing, it only started several years ago, as the majority of Chinese are from countryside, and electric appliances consumption ability was limited. Especially for western style design home appliances, they were designed according to western life and eating styles. So in the long past, today even for the future, western style home appliances, kettle as the representative, the major markets are in European\American and so on western countries. So with water kettle's first production at China, their markets were aimed at international market. Now that knowing kettle is aimed at international market. It should be very important to study how to exploit international market.This text is to take XX home appliances company as for example. Based on the study of its overall management status, especially for the kettle's production\sales and so on status, through exact practice\investigation and theory, also analyzed European market water kettle's demand and supplying channels. Conclusion could be made out that oligopoly of western style home appliances'brands existed because of long time culture and history reasons. Consumers are very loyalty to famous brands which made up of market's major demands. The famous brand has many channels to distribute goods to wholesale\superstores\brand shops and retailing and so on channels. Also this text analyzed the supplying channels in four aspects: product\price\promotion and channel. And get the conclusion that supplying is increasing crazily, and supply is over demand; Price is the key competition for low end products; promotion's influence is becoming weaker and weaker; and various supplying channels co-exist. Also with the investigation of several major home appliances manufacturers in European market, comparing to XX company, this text analyzed XX company's strength and inferior points in competition. And made a conclusion that the large scale manufacturers knew interior and exterior surroundings well, clearly knew different countries had different responsibilities in international market, made full use of human resources\raw materials and so on comprehensive costing competition strength, expanded the product ranges and production scale, strengthen controlled concerned connecting procedures and components supplying, so that to realize its perfect match with oligopoly brands, and to conquer the market.After knowing clearly about target market and clients, then writer segmented water kettle's European market in four parts according to sales channels\regional culture and climate\consumer group psychology\activities and habits. Segment market as Western Europe top brands market, Eastern Europe price competition market, Southern Europe slow moving market, and Northern Europe high loyalty market. What's more, based on the segmented target market and the exact situation of XX company, this text made out product strategy, that is to strengthen the investment of R & D to develop new products and concentrate on developing new product and specialized product and do modification for existing products, so that to consolidate and expand the cooperation with Western European oligopoly brands. Accordingly the price strategy is positioned considerably high. For Eastern Europe, the product should be recommended with simple design, and price first strategy, with biggest quantity to conquer the market. For Southern Europe market, market conquer should be achieved by attending many more exhibitions and meeting more frequently with target clients. As it is a slow moving market. For Northern Europe, mature products both in design and quality with middle to high price should be recommended to enter the market. Also in whole European market, to grasp well promotion seasons, such as Christmas, is also a very important strategy to guarantee sales targets fulfillment.In the end, this text listed the guarantee measures to implement European market exploiting strategy from sales theory\strategy\organization structure adjustment\stuff training and R & D and manufacturer system's improvements.