The Indonesia Marketing Research Of BQ Company

Duel to the technical and Chinese economic high speed developing, China made mobile phone as a high tech consumer products, already become an advantage industry in the world. It undergoes from nothing to strong and from low-end to high-end and from domestic to international. Go to the end of 2014, the mobile phone products reach to 1.68billin pcs in China. The goods are favorite by the people in the world as to the high quality and low price,3G and 4G mobile phone products will be the main modes in future. But the Chinese mobile phone market already is in states of situation and in excess of demand, low price strategy congests anywhere, BQ company’s R&D level cannot lead the trend of industry, the sale revenue lower and lower year by year. So BQ company need to expand the international market for survival, different country different situation base on economy and cultural and politic, must use different strategies in the goal markets. Indonesia is the biggest country in southeast Asia, it is a rapid developing market for mobile phone and we have got some achievement, but it is not reached BQ company goal in 2014, so we need study how to make suitable marketing strategy to realize the target.The thesis is studying the predicament, use the marketing and strategy knowledge to suit the market situation and BQ’s environment, analyze the marketing strategy. First of all, apply the PEST tool to research the macro-market environment to know the industry developing status. Then, study the BQ company interior environment, later use the SWOT tool to analyze interior and external environments, distinguish strong point, weakness, opportunity, threat. And that, use the STP tool to segment market, target the users, product position, and put it with 6Ps tool together to give the marketing advice. Last, in order to the advice can be realized, provide BQ need make the rules proposal. Hope the paper can give some people inspired method.