Nxp Led Driver Products Southwest Area Of ​​marketing Strategy Research

NXP Semiconductors N.V was funded by Philips Semiconductors B.V. in 2006. The headquarter is located in Eidhoven the Netherlands, who has created and running the Research&Development Centers, wefer and package factories, Techncial support Centers and sales office in more than thirty countries and regions. In 2010, NXP semiconducotrs has achieved $4.4 billion us dollors and became the fifteenth of the biggest Semiconductors companies in the worldwide regions. Twenty-five years ago, NXP semiconductors (Philips Semiconducts) entered into the China Market; after many years'hard working and efforts, in 2010, China has taken 34% sales share from NXP Semiconductors'worldwide revenue and become the biggest part of business. As a traditional Europe Semiconducts company, NXP is facing huge pressure on the products'margin and conituned growth. To achieve company target, NXP has re-design their business and products to serach for new opportunities, markets and sales growth power.In the past years, with many years high-speed growth, the issue of energy lacking has been the one of the biggest obstacle to keep the better growth in China. To consider this background, China Government has point out the new policy on energy saving. In particular in lighting industry, China Government has planned a target to stop usage of incandescent lamp by the end of 2015. So, it has become more important how to combine the NXP Company's goal together with the growth of Southwest LED market, which has become the significant thinking focus for NXP top management team. In this paper, in terms of the market segmentation of Southwest LED driver market and products segmentation, we have raised a reasonable LED-driver products promotion strategy for NXP. As for the issue on Market positioning and marketing from NXP side, we have done some analysis and give the improvement suggestions. Based on those analysis result and suggestions, we have raised a differentiation marketing plan, which has been the guideline for NXP to search for new opportunities and growth point. The purpose of this paper is raise a reasonable marketing strategy and implementation methods on looking for new sales growth point on Southwest LED driver business. It also provides the experiences and reference for NXP on new field business development, new product promotion and makert. On the other hand, to hope this tarticle also may deliver some idea and reference to China domestic Semiconductors companies on channel management, customer and project management, new products promotion process and etc.