Research On Marketing Strategy Of Company H’s Product

With development of global mobile communication and Internet technology,people are paying more attention to new smart products like iPhone, iPad from Apple;traditional personal desktop computers, personal laptop industry and its relatedcomponent industry enterprises are facing severe challenges. Whether Company H inthe new market environment can successfully survive and develop? This research notonly guiding significance for the Company H, but also other computer componentmanufacturers which operating like company H.This research analyzed the macro environment with PEST, the microenvironment and competition with Michael Porter’s Five Forces Model, the currentmarket segmentation which company H faces with STP theory, figure out the targetmarket and position. Company H should be fully based on their own brand,technology, management and the leading position in the industry area, choose PCpower industry market, DIY consumer market, e-commerce market as the three targetmarkets. In the industrial market, company H positions itself to be in the valueattribute,"create value, share value", the world’s high-quality power supply and powerintegration with other enterprise solution providers as differential positioning. In theconsumer market and e-commerce market, company H should take "the NO.1brand"as brand position and "differentiated product positioning," as the double positioningstrategy.This research is based on the classical4P theory, purposed to make out newtheory for better compliant with the new IT market circumstances. Company H’sProduct comes with performance differentiation, service differentiation; Pricing basedon demands, competition and cost flexibly, as well as price adjustment; Place targetedto establish composite channel model, strengthen the second channel management,channels are managed with information technology; Promotion strategy byconducting national and regional promotional activities, targeted to make marketingactivities to end-users, to create "three-dimensional" advertising, etc. These make company H become competitive. Not only help Company H accomplish businessobjectives, but also help her to capture new chances in post-PC world!...