Marketing Strategy Research On RZ Company In China

RZ is a global supplier of optical measurement instrument for flat panel display and lighting industries, and its headquarter is located in Redmond Washington DC, USA. To meet the company’s development need and to serve current customers in China better, RZ founded first China branch in Shanghai at the end of2011. As a new comer in China market, how to stand long in such environment with serious competition, to enlarge its market and get success, this is what RZ needs to think about.This article studied the marketing activities of RZ in China by applying the modern marketing theories and with the analysis of China market’s highly competitive environment. The purpose is to find out RZ’s strength, weakness, opportunities, and threats it faces in China market. Then, by applying the target marketing strategy theory, RZ’s target markets and market position is obtained. Based on above analysis, a combination of marketing strategies is raised for RZ Company. To ensure the executions of those strategies, rules of building marketing&sales team, creating long term and innovative strategy were suggested here. The last part of the thesis is about the conclusion of the study and the description of the weak part of the study.This study has direct instruction for RZ’s marketing activities in China. At the same time, it also helps other companies to make their marketing strategies.