Russian Market Chwl Marketing Strategy

At present, the global television and radio broadcasting are experiencing the switch-over from analogue to digital, from which arise the market demands of set top box. CHWL Co., Ltd. is one of the leading suppliers of set top box (STB), with its products sold in more than thirty countries and regions abroad. Russia is one of CHWL's key and illustrious markets, but in the past two years, its business has been shrinking in this market. In order to reseize this once splendent market, the most important point is to solve how to servive in this market.This paper begins with CHWL's status quo in this market by posing the most urgent issue to manage; and secondly, with an analysis of this issue from the outer marketing environment through analyzing the global set top box industry's status quo, Russian market's concrete demands and market competition, and through analyzing CHWL's inner environment by SWOT; thirdly, on the basis of the above mentioned, to focus on the target market with a right market positioning by STP method; at last, to frame a best and practical strategy for CHWL to develope this market.This paper is based on the theory frame of posing issue, analyzing and solving the issue with a conclusion; and comes up with a practical marketing strategy by using marketing management analyzing tools and holds a little hope to help CHWL to regain a success in the Russian set top box market.