| Shenzhen Tian Ren He Electronics Company Limited (thereafter as Shenzhen Tian Ren He) has six-year experience in domestic sales on unpopular partial, integrated trading. It has established high-quality marketing channels, accumulated rich marketing experiences for the clients in the business of industrial control and medical and aerospace. In2009the Company, collaborated with another Chinese enterprise, obtained the distribution rights of the amplifier products and opened the domestic market for an American company, Apex Precision Power TM (hereinafter as APEX).APEX was founded in1980and is an American private business. After nearly thirty years of development and innovation, the amplifier products with high voltage, high current, high speed, high integration characteristic of leading in the same industry in other brand, its product continuous output power can reach50A in power supply voltage up to1200V, its products are in a leading position in the industry, similar products only a brand of products and the competitive target market segmentation. APEX, since2007, has entered the Chinese market. After nearly five years of marketing, its annual sales reaches to about＄4,000,000. Shenzhen Tian Ren He currently holds about45%market share, or＄1800000. The annual profitability is about＄300000, with a profit rate of roughly16%. APEX power amplifier products are widely used in medical equipment, industrial control, measurement equipment, national defense and aerospace fields. At present we believe its potential market share will be around＄80million. With development of China’s economic modernization and national defense, we believe the market potential will increase dramatically.The market of APEX products has thrived in the European market in the last30years. Since its presence on the Chinese market is not long enough, the product price is higher in China than in Europe, neither is the brand awareness and acceptance. As a result, we see the high market demand with a limited market share. Therefore, the goal of Tian Ren He is to promote product visibility, increase sales, expand market share in the next three five years. The company, since the establishment of the company, has maintained its profitability and growth. Yet its profit has not met the goal, which makes it hard for rapid development and still needs large investment.This paper describes the current management and future strategies for Shenzhen Tian Ren He Company. It introduces the products, market position, and potential marketing of APEX products. On the other hand also help domestic related industries and enterprises to catch up with international companies of the same industry, international competitiveness, boost domestic enterprises, finally achieve good situation and corporate investors and win-win.It will also analyze the trend of the enterprise and industry competitors, foresight the financial status, and profitability in the next five years so that investors would know that the long-term strategies for APEX products. Meanwhile we hope that our experience would help domestic business catch up with international companies, increased their abilities on international markets, finally achieves goals for both the companies and investors. |
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