Research On Marketing Tactics Of Tempel (China)

Tempel is the biggest lamination supplier in the world. The yearly steel consumption of Tempel is over 450 thousand MT. And Tempel has 6 plants all over the world. Tempel (China) is one of the plants wholly invested by Tempel.Tempel (China) was founded in 2004. And Tempel (China) got a great success during the past 4 years, the sales volume got triple increased. China market is full of opportunities; however, Tempel (China) is also facing a lot of challenge due to different reason. The main issues what Tempel (China) had to face are : the ROA is getting lower and lower; the power to decide the raw material price with the supplier is weak; the key accounts number is too low; the pricing strategy for China market is not fit the market situation. Those issues impact the long term developing for Tempel (China) .This thesis adopts the application analysis method. The theories what applied are: the theories of STP, 10PS, competition analysis mould and SWOT method. This thesis try to find out the Strength and Weakness, Opportunity and Threaten of Tempel (China) base on the information of the market environment of Tempel (China), and also definite the target customers of Tempel (China), the market positioning of Tempel (China) .For the market environment of Tempel (China) , this thesis collects plenty of information with the survey of China lamination market, magnetic steel market of China, competitors of Tempel (China) to find the strength and weakness of Tempel China. And with the analysis of company organization, sales competence, manufacture capability, this thesis find the strangeness and weakness of Tempel (China) .This thesis defines the target customers of Temple (China) . They should be: the motor makers who are big scale companies and mainly are foreign invested company, those customers should be quality and high technology oriented company. And they are product would be: automobile motors or high level home applied motors, power generators.The positioning for Tempel (China) should be: Tempel (China) is a companywho produce high quality and service the high level motors manufacturer. And Tempel(China) is the leader among the lamination suppliers. Tempel (China) adoptdifferent strategy to its competitors on products, service philosophy, market reputation,human resource.And the Marketing tactics what Tempel (China) should apply should be: produce the product what its competitor can not offer perfectly; adopt the flexible pricing strategy base on different customers and product; enhance the marketing promotion ability under using different channels; offer the best service to win and keep the customers.