Marketing Tactics Study Of TCL Developing Tv Business In Western Europe Market

As a pioneer in the internationalization of Chinese enterprises, TCL entered the Vietnam market in 1999, so far its internationalization has been lasting full 10 years. In 2004, TCL and Thomson come into a joint venture ---TTE, the world biggest TV maker. After struggling to turnaround in 2005, and then huge losses in 2006. TTE had to restructure its European business. TTE Europe (TTE Europe SAS) at the end of 2006, declared bankruptcy liquidation, so called " TCL Old Europe "ended. Then, in 2007, TCL took over some of the original Thomson backbone of sales person to form the"TCL Macao Commercial Offshore Ltd.,"which is called "TCL New Europe."Sales persons taken from original Thomson locate in Europe and are responsible for the maintenance of local customers in Europe, channel management, sales tasks. And"China Supporting Platform"integrates the financial, supply chain, product, and administrative functions. The organizational structure is more "flat" and "boundaryless ". The purpose is to let the "New Europe" can get rid of the heavy burden of the old TTE, and TCL can continue to deal with the existing Thomson's distribution network, and also it can reduce the sales cost , to continue carry on business in EU with a mean and leap operation.This restructure gives very negative impact on TCL Europe business, TCL has to face some major markets issues: the first is poor market share, it was once as low as 0.4% in 2007, even after two years of restorative efforts, it is only 2% , which is far away from 8% when TTE time. The second is the business distribution is extremely unbalanced country wise. French sales accounting too much high up to 76% . and the third is TCL brand business positioning is too low and need to be much improved also.In response to these market issues, combined with marketing environment analysis, marketing PST (Positioning- Segmenting-Targeting) analysis, and then right TCL's competitive tactics choices of Western Europe TV market. Finally, according to the marketing mix theory, the paper gives a solution on marketing mix tactics for TCL developing TV market in Western Europe.Therefore, this paper mainly studies TCL new Europe operation after the restructure. It summarizes the new major market issues that TCL is facing, and then through the marketing theory and practice, it try to solve the market problems to put forward some solutions respectively, for improving TCL's overall performance in Europe. Hope it can also give good reference to the same enterprises in industries for their internationalization plan.