The Study Of FOTILE Marketing Management Improvement

FOTILE is one of Cixi and even the country’s most successful household electrical appliance enterprises. In kitchen appliances market, FOTILE keeps ahead in brand value, competitiveness, profitability and market share. FOTILE is rated as "China Famous Trademark" and "China Top Brand", and its brand value is ranked the first in the "China’s500most valuable brands". FOTILE takes the absolute advantage in household electrical appliance market during2005-2007, and meanwhile it maintains an annual growth rate of more than30percent. As a great successful local enterprise and a winning company rely on product and brand, the success of FOTILE has a great inspiration to Cixi’s household electrical appliance enterprises and even the country’s manufacturing companies. Besides, FOTILE’s success also provides a good practice case to the localization of marketing management and innovative research in marketing management.Effective marketing management is a solution to achieve win-win situation for stakeholders. But enterprises need to solve the following marketing issues:the abuse of marketing resources, the increasing and invalid marketing expenses, the additional budget, etc. Nowadays we are facing more sophisticated market. How to turn marketing theory into application is the concern of every enterprise. First, this study selects the marketing management of Ningbo FOTILE Group for object, using the combination of qualitative analysis and quantitative analysis. Then, this paper takes the external environmental analysis,4P analysis and SWOT analysis for FOTILE. The multi-brand strategy, high price positioning and strong R&D capabilities are the advantage of FOTILE, which are worth to other similar enterprises for reference. However, in the course of the study, we also found deficiencies of FOTILE, such as the extensive mode of marketer management system, lack of marketing management execution and wisdom outsourcing and channels imbalance, etc. Finally, combined with the actual situation of FOTILE and specific issues in marketing management, this paper presents improvements suggestions such as adjust marketing organization structure, improve marketing execution, improve the marketing system, assure process control and support dealers, etc. It is also useful on the marketing and management of other similar enterprises with the reference value.