Research On Marketing Strategy Of B Company In China

Electric industry grows rapidly with the development of national economy in China and it’s becoming a huge opportunity for investment. Company B researched in this paper is in this traditional market and provides power quality management products and solutions. These products play important roles in energy conservation and emission reduction and in maintaining the stability of the power network. They must be used in all new projects and renovation projects. So, there is great market potential in this area. Meanwhile many companies emerge with the growing of the industry. The competition is stiff, so marketing is important to all companies. This trend not only requires companies to provides relatively complete product and solution structure, reliable products, perfect pre-sales and after-sales service system, but also the marketing and sales strategy.The analysis shows that the political and economical environment benefits the industry that company B is in a lot. Projects such as metro, highway and residential community is continuously growing and power quality management products are needed in them. The Market demand and industry norms require clients to install power quality management products. However, company B faces competition from big multi-national electric companies, joint-ventures in this specific area and numerous domestic companies. And in certain ways, players use similar tactics in products lines, sales skills.This paper analyzes the competition environment B is in as well as opportunity and weakness with SWOT analysis and gives solutions. By using STP and taking the market opportunities into consideration, it gives the market segment and the way to enter it.The solution to marketing strategy of company B is summarized in the end:complete the product lines to the market segment, deeply analyze and manage sales procedure of each specific customer, promote brand marketing to improve product added value.