Research On Inverter Market Tactics Of SIEMENS In China Metallurgy Industry

SIEMNES is the leading supplier with high–tech technology and products in the world.Inverter fulfill the speed control requirements and energy-saving purpose, it is the corebusiness of SIEMENS. With strong business strength and leading technology, SIEMENS isin the leading position in inverter business, especially in Metallurgy Industry. Because of thechanges in China economic environment and in China Metallurgy Market, SIEMNESInverter business in Metallurgy Industry have to face the limited market capacities andFinancial conditions difficulty from clients and more severe completion from othercompetitors, SIEMENS need to adjust the market tactics.SIEMENS and SIEMENS inverter business in China have been reviewed. By analyzingthe political and legal environment, economic environment, social environment,technological environment of China and Metallurgy Industry environment from Porter’s fivecompetitive forces model, there are more opportunities than threats to develop and the brand,technology etc. are strengths in the market for SIEMENS. Also SIEMENS have to facethreats from price pressure, low-end products attack, severe competition and weaknessesfrom higher price, longer supply period, inefficiency internally.After introduction of procurement process and decision-making, product tactics, pricetactics, place tactics, promotion tactics, additional customer relationship market tactics ofSIEMENS inverter business have been analyzed and remedial measures are suggested tooptimize the tactics for the future based on market feedback.