C Company PCB Marketing Strategy

C Company is the typical Chinese PCB manufacturer ranking No. 21 in China PCB industry. It is one of the early-established and major manufacturers for rigid PCB. C company is also No. 46 in the world’s PCB ranking with the annual sales turnover of 304 M USD in 2013. C company dedicated in all rigid PCB ranging from D/S, Multilayer and high density HDI PCB boards. This paper is trying to study C company’s marketing strategy. With the rapid development in electronic industry, the PCB technology requirements and competition environment changed a lot. In order to meet the market needs, C company has to adjust the marketing strategy and conduct a differentiation marketing activities and methods.By using the Porter five forces analysis and SWOT theory, we analyzed the internal and external factors which will impact the marketing strategy and decision making, such as PCB industry, market environment and main competitors, so as to define C company’s opportunity and challenge, advantage and disadvantage, as well as the dilemma and problems that C company encounters. To resolve this problem, we segment the PCB market, analyze the target market, re-define C company the marketing positioning: choose the industry and product which is highly related to R&D and also have some special technology requirements. Based on the marketing principal of differentiation, put forward the 4E sale strategy and mode: enhance product value via technical support and service; emphasize the prompt efficiency of signal acquisition and transmission via short channel; enhance reputation and brand effect; create customer relationship and trust. With this strategy, even gradually loses the technology and scale advantage, C company can still effectively avoid the cruel price war due to the excess supply, and by creating added value over other competitors, to successfully obtain customers’ trust, gain sufficient market share and profit.By using the strategies and sale theories that we have learnt from MBA, with tens’ of years’ sales practice and experience, this article tries to define C company’s sales strategy under the complicated market environment, so as to meet the various customer requirements and compete with the powerful rivals. At the same time, this article can also be referred to the customized components sales, which has the similar characteristics of PCB.