| The marketing strategy is one of the basic strategies of the enterprise long-termdevelopment planning, more and more enterprises are paid more attention on it. Asound marketing strategy can promote the sales and encourage enterprises to achievebetter objectives. However, enterprises must adjust it based on changes inenvironment in order to ensure its substantial development. Of course, R company(hereinafter referred to as R) is the same as the case.With deterioration of debt crisis in Europe and the spread of shrinking market demandthe thermal print head manufacturers have taken substantial price cuts for moremarket share from2011.As a result, R must reconsider and adjust the currentmarketing strategy.Firstly, this paper analyzes the marketing status of R by comparative method andpoints out some existing problems. For examples, products concentrated in low-endarea, single pricing method, weak sales channel and brand etc.Secondly, this paper analyzes the thermal print head industrial and environment byPEST model, Port’s five forces and SWOT matrix. So we can easily understand thatthe opportunities and threads, the strength and weakness. Then it determined R’sstrategy plan that is to install thin-film technology to enter the high-end market; toaim at domestic market shortly and to expand overseas market gradually, then to ranka leading professional thermal print head manufacturer by2020.Thirdly, the paper explains market segmentation by STP theory from the view ofproduct function and user location. High-end receipt printer, bar code printers, cardprinters and special printers are chose as R’s target market. Marketing positioning ismade for the chose target markets as a basis for the improvement of the follow-upmarketing strategy.Finally, the proposals on marketing strategy improvement are made out by4Psmarketing theory for the problems existed in product, price, channel, promotion of R.We hope that this marketing strategy could be helpful to R and some small size andmedium-sized enterprises similar to R. |
