The Research Of Wuxi Kitoo Power Co., Ltd For Marketing Strategy In Asian Markets

With the fast growth of world economy in the past years, the world power consumption grew at the same or even faster pace. Wuxi Kitoo Power Co. Ltd., a manufacturer of small and medium capacity generator sets, seized this opportunity and soon became the biggest manufacturer around the world in some fields with an average annual growth of around 60% in the last four years.However, the outbreak of sub-primary crisis in 2007 had led to a global financial storm in September of 2008, which cast a cloud over the future of world economy: overseas demand fell sharply, and world markets became much more uncertain. At this very moment, all Chinese generator sets manufacturers including Kitoo have to think over the following questions: What was the driving force for the high-speed growth in the past? What were the factors that influenced the demand? How can we find the"next rising star"among all overseas countries?With the intention to answer all these questions, the author does his research by using the following methods: Firstly, analyzes and finds out the factors that affect generator sets market. Secondly, analyzes the macro and micro environment of Kitoo. Thirdly, builds a market attraction assessment model based on the above factors and uses the model to evaluate all Asian markets. Fourthly, divides all Asian markets into 4 segments by two critical factors:"economy"and"commercial electricity supply status", and chooses"Main Market"as the target market, then conducts product positioning according to the competitive situation and the customers'concerns; Finally, on the basis of"Market Life Cycle"theory, the author gives suggestions to improve Kitoo's international marketing strategy in the aspects of 4Ps, i.e. product, price, place (channel) and promotion.The author adopts various marketing methods to the study, such as STP, 4Ps and Market Life Cycle theory, and attempts to do quantitative analysis while analyzing the factors affecting demand of electricity, evaluating market attraction and methods of international markets approach. The author puts forward some implementation proposals and methods for Kitoo's international market strategy, which can be useful for all other Chinese exporters.