Research On Competitive Strategy Of S Guizhou Branch

S company,as a world-famous comprehensive multinational group,is the leader in the field of audio,video games,communication products and information technology.The company owns production and sales network with over 150 thousand employees in 63 countries around the world.The sales record of its TV products ranks high in the field.The reasons of its long-term high rank of TV products sales comes from the advanced technology research and development ability in production,the high-performance and the high-quality of the products,reasonable appearance design and the constant launch of new products which guide the trend of the times.Moreover,the more important reason of its long-term high rank is that S company pays a lot attention to sales and marketing management which has distinct sales and marketing feature and excellent sales management team.Even in the times of kinescope TV,S company was highly proud of the Trinitron TV.But this tremendous success also makes S company over confident as to miss the chance of LCTV development and to be exceeded by new enters and even loss hugely in the intense competition.For S company’s Guizhou Branch,founded in 2004,it experiences as the same from the big success of the Trinitron TV to the hard development of the flat TV and to current strengthened competition.It faces huge challenges in the increasingly fierce competition in the TV market.S company has come into Guizhou’s TV market for 12 years and it now faces new problems in market share and brand market.On the one side,as a very mature product in the electric home appliances industry,TV products face fierce competition,especially among the famous brands.Meanwhile,with the consumers’ higher and higher requirement and consuming level,S TV has high potential competition.On the other side,the objective economy environment changes constantly,such as the tightening of the benefiting policy of the appliances to the countryside in the end of 2011,old-for-new service and energy saving subsidies and house purchase limitation.These all influence S TV negatively.The paper takes Guizhou Market as an example to study the brand sales and marketing strategy of S TV.First of all,based on the supply and demand theory in microeconomics,with the use of sales and marketing and brand management theory,this paper analyses the market sales condition in our country and the development trend of future TV.Secondly,This paper analyses the economy environment and Guizhou’s TV market which S TV faces by massive market research of current S TV’s marketing situation in Guizhou under the background of constant changes of external economy and management environment,simultaneous existence of chance and challenge and intensifying market competition.Thirdly,the paper arise problems in sales and marketing and analyses the problems deeply.It also applies marketing portfolios theory to design S TV’s market strategy and to implement the strategy in Guizhou.This paper uses case study method and SWOT analyzing method to analyze S TV’s current situation,challenges and threatens in all aspects.It arise plans and detailed implement methods in the hope of management consideration for the company’s good development and constant improvement of its market competition,brand influence extension and market share.