Study Of Xantic Company's Business Strategy In The Chinese Market

The information revolution provides huge business opportunities for IT providers in various industries of China. After adjusting its main business and establishing new global strategy, Xantic Company, an excellent global marine communication provider, set up business office in China at the beginning of 2003.The information revolution offers IT providers huge business opportunities in various industries of China. After adjusting its main business and establishing new global strategy, Xantic Company, an excellent global marine communication provider, set up business office in China at the beginning of 2003.Xantic comes from Holland Station 12 and SpecTech Company in Norway. Station 12 was one of the most famous satellite communication providers in the world, while SpecTech was the designer of Amos marine management software. After consolidation, Xantic Company turns its main business to providing information solution for shipping industry and aims at being one of the biggest providers. Under the guidelines of the company, the objective in China is set to improving the share of market by using the marketing strategy of promoting Amos software about vessel management in the coming 2 or 3 years.Information rebuilding in China's shipping industry is in its climax, which results in the great need of this kind of service. Although Xantic Company has abundant capital and rich experience in multi-national operation, it knows little about the situation of Chinese market and at the same time, the competitors become stronger and stronger. To help the company to achieve a leading position in this field, the Chinese office should grasp the opportunity of the quickly increasing market demands and develop its own advantage in the field so that it can realize its objective of improving the share of market in short time and lay a foundation for long-term profit in China.The reason for the successful consolidation between Station 12 and SpecTech is that the two companies complemented each other in their main businesses. Amos software could help Station 12 get long-period revenue in satellite communication and Station 12's advanced communication technology and good reputation could improve the quality of Amos software and expand its market. In China, Xantic can occupy market by promoting Amos software on vessel management to the shipping industry. By this way, Xantic can not only realize its objective of occupying Chinese market in short time, but also ensure the profit in the future. In the article, on the basis of analyzing the factors affecting market strategy in China, features on marketing strategy in China are concluded: Improving market share is the primary objective; step-by-step method is the way to promote the Amos software; huge shippingenterprise is the final objective customer; customizing the software is the main task of optimizing product. Realizing the difficulties in promoting the software, this article also gives the solutions to implementing the program by cooperating with the customers.MBA: Su JiDirect by Prof. Liang Shengang...