Shanghai Hitachi 3hp Compressor Marketing Plan

Shanghai Hitachi Electrical Appliances Co., Ltd, as the premier leader of air compressor in domestic market, always holds the leading position with 20% market share in past years, however with the drastic competitive environment getting tougher, and quick increased capacity of air compressor in domestic market, the profit margin decreased quite a lot, to break through for product innovation is getting more and more critical for profit growth.A new project,3HP air compressor with twin-cylinder to replace the high end scroll compressor, was initiated in Shanghai Hitachi in year of 1998, and new product was launched to market in Y2001, the major content in this paper is to introduce how product promotion strategy was established for new product launch, meanwhile, as direct participator in the strategy making, I was involved in activities for 6 year market validation for the pros and cons of original market strategy.There are 5 chapters in this paper:Chapter 1 mainly focuses on industrial instruction of air conditioner and compressor in domestic and oversea market; we'll represent the overall transfer of air conditioner and compressor from Japan to China in the end of the 21st century, which involves the overall introduction for project initialization, product development, product transfer and rapid growth of this industry.Competitive environment analysis, from perspective of enterprise background and air compressor industry that Shanghai Hitachi faced, will be topics in Chapter 2&3, two major impact factors including macro economy as well as real estate will be the focus, we also deliver a brief instruction for key competitor. Since the strategy plan in the paper was made in year 2000 to 2001, the major economic index mentioned in chapter 3 was based on the investigation in year of 2000.In chapter 4, we will analyze and figure out sales strategy to promote the new product-3HP air compressor with dual rotor product series, as sale strategy maker, I will represent in this chapter regarding how to conduct the market needs investigation, customers analysis and product strength and weakness analysis, and establish breakdown actions list to ensure new product to be launched to market quickly within limited years.As summary in Chapter 5, as strategy maker in milestone FY08, we'll summarize the major accomplishments and area to be improved based on actual data from Y2001 to Y2008, which will provide successful lesson and learn for further promotion strategy.