Marketing Research Of AXUS's Enterprise Level Storage In China

As a market follower,it is very difficult to develop its market due to the existing strong competitors.This essay describes how to boost sales and develop this market which is already very competitive,but has great potential.Generally speaking,it is very difficult for small companies to compete with MNCs because of their limited funds,technology and sales channel.But there are also some small companies which can grow very fast and become very strong.The objective of this essay is to research the marketing strategies of small companies in the short and long run respectively.In order to solve this problem,we focus on a small company:AXUS(Taiwan).Just like many other foreign small companies,AXUS want to develop their Chinese market.In the meantime,more and more Chinese companies want to go abroad also.But how to make it,especially in an unfamiliar environment? That is the problem we are trying to solve.There are five stages of our marketing strategy:(1) to explore the market;(2) to establish the products' sale system;(3) to establish the solutions' sale system and formulate our company culture;(4) to establish the comprehensive sale system;(5) to establish the global sale system finally.The writer uses the S.W.O.T,market segmentation,incremental analysis,blue ocean strategy,and the brain storm to develop this company's market in China.This essay analyzes the business operation of AXUS in conjunction with knowledge learned during MBA study including theory on modem strategy management and concludes that small companies will have bright future if we choose a right strategy.