Research On Power Industry Marketing Strategy Of Enersys Battery

Enersys company is a professional manufacturer of lead-acid battery industry, and its products share ranked first in the global reserve power market. Enersys’s customers in domestic mainly concentrated in the communications industry. The price of battery continues to be depressed because of the centralized purchasing was implemented in the communications industry, and the profits from China market fell sharply. At the same time, the high single contract value in the communications industry lead to the huge fluctuations of the performance. Enersys try to adjust marketing strategy to develop domestic market. Electric industry is a important market of lead-acid battery, so the thesis choose "Research on the project marketing strategy based on the electricity market enersys battery" as the topic. The thesis research of the battery market and analysis of the resources of Enersys, gives overall marketing plans for the electric power industry in China. The thesis aims to use theoretical knowledge to solve practical problems, and it is also provide some reference for the laters.The research based on data analysis and case study, the methods mainly contains theoretical review and empirical research. Firstly, the thesis shows related datas, through the analysis of market segmentation and competition to determine the market positioning of Enersys products. Then make the market plan for electric power industry. The market plan according to the 4P marketing theory system, which is contains four aspects:product, channel, price and promotion. The prospects of power industry can be expected.Enersys have a better opportunity to enter this field now. The market planning system face to electric industry should be carried out to improve the market share. Enersys should make full use of the existing channels and brand advantages, power grid and new energy segments.Through the optimization of product strategy to accelerate the development of power market combination pace. In terms of products,Enersys should implement unified planning for the power industry, optimize the product mix and speed up development of new products; In terms of channels, Enersys should trainning the sales and partners, develop the new distributors actively; In terms of price, Enersys should using flexible differentiated price strategy; In terms of promotion, Enersys should increase the propaganda of the brand.