Sharp (china) Marketing Strategy Research

With the development of electrical appliances of the whole world, China has been themost potential market by continuous technological innovation and upgrading products. Thedevelopment of China household appliances industry, especially the development of liquidcrystal TV is not only confined to the price war, technology has laid the foundation of brandstrategy, channel strategy has become the core competitiveness of keeping competitiveadvantage and profit maximization. Thus, the research for marketing strategy plays a crucialrole for the development of the enterprise.Sharp Japan Co Ltd is a wholly owned subsidiary in China which is responsible for thesales of all the products in China. Sharp LCD is the second largest market for Japan Co Ltd.,thus the marketing in China plays a crucial role for the development of Sharp. Under the crisisin2008, Sharp has been in crisis with the sharp competition and China has become its uniqueprofitable market. LCD TV is its main market, health and communication industry is in theperiod of investment, thus the research of marketing strategy will play significant roles for itsdevelopment.Firstly, this paper summarized the development of Sharp and analyzed the developmentof household appliances industry; then analyzed internal and external environment of Sharpusing Potter’s five force analysis model and SWOT model. after that, this paper mainly statedthe implementation of marketing strategy; finally, this paper put forward suggestions forproduct strategy, channel strategy, brand strategy and promotion strategy.Application of analysis model of Potter analyzed from these five aspects: analyzedcompetitors from the product price, function, brand management and market risk resistancecapacity; analyzed potential entrances from product technology, brand awareness and brandawareness; analyzed substitute from product price, product performance and transfer cost;analyzed suppliers from negotiation ability; analyzed customer from channel patterns andconflicts.Application of SWOT model analyzed the advantages and disadvantages, opportunitiesand threats. Main advantages mainly embodied technology, cost, and culture; disadvantagesmainly embodied product line, market reaction speed, channel and information; opportunitiesand threats mainly came from Chinese market, where opportunities mainly embodiedenlargement of China’s potential market; Chinese government policy support; sharp brand value; threats came from sharp competition, declining market, domestic brandcompetitiveness and international relationship of Sino-Japanese.Finally, this paper put forward some suggestions for the improvement of marketingstrategy on the basis of the research on existing marketing strategy.1, The development of product strategy should focus on core value and extend the productline to get rid of the reliance on LCD TV.2, Expand three or four class market channels to alleviate channel conflicts and developnetwork direct channels.3, Implement the localization of promotion strategy.4,Strengthen brand publicity and management system according to Chinese market currentsituation.This paper applied the research method of combing marketing theory and the sharp case,hoping to provide reference for Sharp’s development in marketing strategy adjustment inChinese market.