Study On The Marketing Strategy Of M Company In The Mainland

With the continuous improvement of living standard, the capacity of lighting market is increasing rapidly. China has now become the main country of lighting products production and consumption, the annual growth rate of the total output value of China’s lighting industry is over20%and this record has lasted for10years. While the LED as a rising revolutionary product in lighting fixtures area, it increased even more rapidly, compared to traditional lamp, LED lamp not only has much stronger electro-optic conversion efficiency, but also has some other advantages, such as recyclable, orientable, color temperature range etc.The M company that this paper studies,90%of LED products sales in Asia (except for China mainland), America and Europe market.so M company will take China mainland as main market to develope its business. Since its business is still in the primary development phase in China mainland market currently, I will work out the M company’s marketing strategy in China mainland market for future after a detailed analysis based on lighting market and the company’s development situation.First of all, the paper explains the research background, research significance, research theme and content, and also states domestic and external strategy and strategic management, SWOT analysis, marketing strategy theory research status.Secondly. PEST model and the external factor evaluation(EFE) matrix have been adopted to analyze the macro environment for the lighting industry, introducing the general situation of development of the lighting industry. It also uses the Michael Porter’s Five Forces Model and Competitive Profile Matrix(CPM)to analyze the competition between lighting companies.Then, this paper analyzes the company’s internal environment, and uses the Boston Consulting Group (BCG) matrix and internal factor evaluation (IFE) matrix to carefully analyze the current operation status and ability of the main business of the company. After that, strategic plan matrix (QSPM) has been used to make comparisons between marketing strategy alternatives for M company.Finally, it designs the corresponding strategic implementation safeguard and control strategy based on that marketing strategy which made after detailed analysis and comparison so as to ensure it can achieve strategic goals.