Marketing Strategy Of Microwave Electronic Products Under JZ Co.’s Internationalization Strategy

With deeper and overall involvement into the global competition after China joinedin WTO, state-owned enterprises, like JZ Co., have to pace up towardsinternationalization, even facing the current global complicated and changingenvironment. Microwave electronic products, as one of the most important supportingparts for core business of JZ Co. including military and defense, ATC, communicationand satellite navigation, is seriously challenged by the emerging peers domestically andpowerful big names internationally on how to get recognized and make breakthrough onturnover with self advantages.In2nd Chapter, the thesis introduces the company’s background and theprofessional characteristics of the microwave electronics industry, analyzes theeconomy and comepeting environment from big to narrower sense, and especiallyresolves the status of competitors and the specialty of B2B purchasing habit with lots offacts. Followed with core competence analysis over the internal environment in Section2Chapter2, the thesis comes to the key marketing oppotunities which are supported bythe important resources including technical strength and financial support. Then, itdiscusses in detail how marketing strategy come into being and what they are. Thenecessity and importance of product strategy, brand strategy and competitor strategyalong with the combination effect shows the strategies combination applies well to theMicrowave electronic industry, to the company and to the economy environment.Finally it proves to be the right marketing strategy for microwave electronic productsunder the internationalization trend.The thesis tries to resolve the predicament of international marketing, to get an ideafor sustainable development as well as the meaning of moving forwards tointernationalization. In the same time, with integrating years of work experience at frontline and marketing theories, the thesis hopes to help with the marketing breakthroughfor the company and other peers as a reference.