Schneider Electric Product Segments, Study And Analysis

After entering the 21st century, the real estate industry in China acquiresrapid growth, which provides large potential for the decoration industry. Thedecoration industry has become a new consumer market of more then 500billion yuan after 10 years of development. We have come to the era ofpaying great attention to both living safety and comfort. From the socket,consumer unit, door entry to Internet jack, everything is connected withelectricity. The large potential of electrical products in decoration industry hasattracted eyeball of both international companies and key local players.As a world leader in electric power, Schneider Electric has a long historyand great power in the field. With the successful expansion of the business,Schneider Electric have targeted the decoration market and taken it as newgrowth platform. In 2004, the company started the business in this field. It hasmade some achievements up to now but confronted a lot of unexpecteddifficulties. To set up the right business model to become a leader in thismarket has become the first priority for the company. Schneider set a projectteam to make investigation and analysis of both products and the market tofind out the best solution for access to China's decoration market.This thesis includes 4 parts. The 1st part explains the researchbackground, objective and methodology. The 2nd part focuses on decorationmarket on macro-perspective. The 3rd part use STP strategy to make detailedanalysis about decoration companies in the market. The 4th part is relatedconclusion, recommendation and strategy for the company. Successfulmarketing strategy comes from the right understanding of the market. Thisthesis would like to be a support for the decision making of new marketstrategy in Schneider Electric.