Research On Marketing Strategies Regarding Spectrum(US) Company's BALDWIN Lock In China

This case study investigates how BALDWIN products represent and market themselves to potential Chinese customers.The idea is to look at the plausible future of lock marketing in China by taking a closer look at BALDWIN.This will be done by way of visual and textual analysis of the webpage and other promotional material for BALDWIN in China.A comparison will be made to other local companies,including Chinese lock brands as well as looking at BALDWIN.The lock is a traditional industry of our country hardware products in China,after the reform and opening,and is more and more deeply in the background of global economic integration,the lock industry must not be like in the past at the same time China is complacent stalled,export country,manufacturing capacity of our domestic locks,must meet the domestic different levels of consumer demand.As the world's leading brand of advanced locks,platinum en(Baldwin)brand belongs to the United States,the company's product spectrum(Spectrum)for the United States and high-end home improvement Hotel locks,bathroom hardware brands,has been more than 150 years of history.Have a lot of industry first: the United States first luxury brand locks and so on 60 s,the last century,with the business growth,build a new production base en platinum,the retail business has also been rapid growth,platinum grace into the field of household decoration.A few years later,the design and production of platinum core lock,will soon become the pursuit of taste and quality of the family and the company's preferred products.After the continuous creation of many of the world's first,the company became the world's first use of hot forging process to develop a full range of copper products manufacturers.Through the current situation of China's platinum brand locks in China,combined with the background of the Chinese market,analysis of the status quo of platinum,including the price of the status quo,channel strategy and the status quo of the promotion.At the same time we can see the exposure of the platinum in the Chinese market or the need to face the serious problem of product homogeneity and so on.The point of view of this paper is to analyze the market in the near future.According to the website information and other marketing materials in China,complete the visual and formal analysis.The analysis will be based on a comparison of the Chinese market,including platinum,including a series of locks company concluded.Found platinum brand in the Chinese market will encounter what problems,and how to solve.Based on the existing problems in the current market environment and the implementation of marketing strategy.We analyze the macro and micro market environment in China,and design a new marketing strategy for the company.Including the Platinum China market STP strategy,as well as some of the marketing mix strategy.Of course,as well as the smooth implementation of these strategies,we also talked about the implementation of these strategies to protect.Through these specific case studies,we can clearly see how the platinum brand in the Chinese market business.In this analysis,we can find out how to make use of their public image and apply the western marketing methods and strategies in the Chinese market in order to develop potential new customers.Our ultimate goal and through a good image,the construction of platinum brand and marketing strategy,so that they walk in the forefront of the Chinese lock market.At present,China locks market is more mature,market positioning is particularly important,how to analyze the target customer groups,effective positioning.