Research On The Marketing Strategy Of L Company

Wall hung boilers industry has been developed in Chinese market for almost 20 years. The current market size is up to more than 1 million units, arid the market is still growing by more than 20% every year. It is a very competitive market and the competition is getting higher. Currently,30% high end market is dominated by more than 10 international brands while the rest low to end market dominated by over 200 hundreds local brands.In view of the Industry Life Cycle theory, wall-hung boilers industry is still under the growth period in China. In 2000,the market was still dominated by international brands.However, in recent years, the domestic brands have been catching up. The local brands are very price competitive with decent quality level. Therefore local brands are very strong in middle and low end market.Currently, the growth in European markets is very slow, international brands have aimed higher growth in Chinese market to ensure total growth globally.It is very challenging task for L.co. to find a right marketing solution to secure high growth in Chinese market while maintaining its brand image and profitability.I try to analyze from market segmentation, information approach analysis of consumers and Company’s internal analysis,and select the market competition strategy suitable for L.co.