Industrial Marketing Strategy Analysis Of Multinational Companies In China Market

This paper presents a case study using modem enterprise marketing theories to analyze the sale strategy of SW corporation, Which a Germany owned erterprise, located in Tianjin Economical and Technological Development Zone.Firstly,it reviews the history of how SW corporation established its wholly-owned company in China, then briefly analyses the background of its entering to China. It describes the development of SW corporation in China and the target markets, marketing channeles, customer orientation, market promotion and other aspects of marketing strategy. As different from other competitors, its direct selling model, and localized sales and the quick responsing speed, make its products have the most market share in the field of general reducer.Then this thesis analyzes China’s current political and legal environment, economic environment, social and cultural environment, technological environment, to get the reducer industry trends and market forecast. Uses Michael Porter’s five competitive forces model to analyze the situation of SW corporation. Combined with the current situation in China and the actual situation of the SW corporation, draw a conclution:SW corporation has advanced technology and comprehensive product range, price and service are highly localized in the country with a strong comprehensive competitiveness, its development is still a certain degree of sustainability.Based on the above research and findings, through Chinese reducer market segmentation, I define the target market for SW corporation, and designed three strategies for different markets:to continue expanding in the current industry, to devote major efforts to the heavy industry, and to exploring new industries. It suggests SW corporation to implement the localization and differentiation strategies for the target market. And it makes a detailed analysis of the potential demand of the current port machinery, coal, steel, electricity, cement, heavy-duty non-standard machinery. It propose the marketing strategy is a gradual process.At last, this thesis uses classic4Ps sales theory analyze the product strategy, pricing strategy, channel strategy, promotional strategy. And put forward specific design and develop the Safeguards of the implementation of the program.