Research On ABB (China) Company’s Marketing Strategy Of Metal Service Business Unit

ABB, as one of the leader in power and automation technology, has beencommitted to help the industrial and utility companies to improve performance whilereducing risk. In the field of low-voltage electrical, ABB has become the industryleader. ABB is still in the development of the process automation services’ market,ABB still acts as a challenger with competitors, such as Siemens and Schneider.Since2011, ABB Process Automation Lifecycle Services Business Unit hasexperienced rapid development in the last ten years. During the China’s "TwelfthFive-Year" period, the economic development is in a critical period of transition. Bydomestic macroeconomic regulation and the impact of the debt crisis in Europe andthe United States, metal industrial operation is in low momentum. Affected with highgrowth of steel production and the increasing pressure of the economic downturn, themonthly indicators of the production run lower steel price shocks, the industry isincreasing difficulties entire industry is in a historic winter, ABB metal servicebusiness is facing a severe test, there is an urgent need to adjust and develop newservices business marketing strategies to help company find profit margins which willmaximize value.In this thesis, I will combine the theories and methodologies of marketing,strategy management and economics with specific projects and practical experiencein ABB, analyzed and discussed the status of ABB Process Automation LifecycleServices Business Unit in the competitive market in which faces the new marketenvironment and changes in market demand, reveals ABB Process Automation Lifecycle Services Business Unit, Ministry of metallurgical Engineering servicesmarketing strategy must be based on customer needs, a combination of market andpolicy environment, according to the actual needs of the customer to develop astrategy. This strategy is customer-oriented which is in line with the external andinternal environment.In this thesis, the main body is divided into four main parts, on the basis of theanalysis of the ABB company metallurgy and non-ferrous metals service businessdevelopment situation and existing problems, the analysis of the main reason for theexistence of the enterprise development bottleneck for ABB’s metallurgical andnon-ferrous metals service business adjust business strategy to enhance their owncompetitiveness of the industry, expand its profit margins, get the company’s marketposition, develop a more effective strategy in the future.