Study On The Marketing Strategy Of Trane Air Conditioning

The topic study in Trane mainly, referring to utilization of strategic management,marketing, economics and other related theories, using analytical tools and methodsfor further development of Trane in the Chinese market, looking to the future asuitable path and continue to maintain and win a bigger market share.The current central air-conditioning industry has become increasingly competitiveincentives. To be the traditional and strong brand to maintain a leading edge in thecurrent complexity of the new competitive situation, Trane must seriously considertheir own situation which could develop appropriate marketing strategies according tochanges in market development.This paper use the SWOT analysis with Trane external environment and internalenvironment, by a clear Trane ’s own strengths and weaknesses (including policies,products, services, channels, mode, etc.) as well as opportunities and threats facingthe challenge.Using the main analytical tool to optimize the combination, and base on Ansoffmatrix, by the characteristics of Trane air conditioning products, it target at marketsidentified Trane technical prominent companies as the future direction ofimprovement.After the analysis based on the SWOT analysis and Ansoff matrix, developedTrane should take4P marketing strategies and develop specific marketing strategies toimplement the program, and the implementation of programs to develop marketingstrategies adjusted accordingly approach ensure the effectiveness of programimplementation.This paper helps achieve Trane traditional markets and breakthrough potentialmarket, sales growing continual, and continue to maintain and expand. This industrywithin the traditional central air conditioning brand development also has certainsignificance...