A Study Of INESA’s Marketing Strategy For System Integrators

In recent years, with the technological innovations in the Internet of Things (IoT), Cloud Computing and mobile Internet, the systems integration (SI) industry has achieved rapid development and has evolved into one of the emerging industries of strategic significance. A large number of system integrator have also sprung up in China, which have intensified the competition within the industry, and corporate profits is beginning to decline.This thesis studies the INESA Electron Co Ltd. This paper first examines the internal and external marketing environments that INESA faces by way of relevant marketing tools such as PEST analysis, Michael Porter’s Five Force Model and SWOT analysis and identifies that the problems lie in the SI marketing management of INESA, including half-hearted brand building and a lack of diversity in its customers. The thesis then gives a marketing plan designed for INESA by virtue of theories of market segmentation and marketing mix, suggesting that, among other things, INESA should make inroads into the education industry which this thesis identifies as has immense potential, optimize its marketing mix. Additionally, this thesis also suggests that INESA forge an organizational culture, facilitate employees’ personal development, improve the sales management system, enhance the teambuilding of the sales force and make sure that a sound risk management system is in place for each of its projects in order to facilitate the implementation of the aforesaid marketing plan. The solutions and primary conclusions proposed by this thesis are of theoretical significance and practical value to other Chinese SI enterprises that desire to improve their marketing management.