A Research On Marketing Strategy For Thermal Protector

Blender is a home appliance used in kitchen room to save labor for human being.It was drived by motor,when the motor running in abnormal condition,the thermal protector or fuse used in the motor will cut off the circuit;protect the motor from the risk.As a developed country,United States care very much for the safety of the home appliance,thus cause the blender market in United States is huge,stable and high end.Most of the blenders used in the United States were produced in China and ran by the brand operator.Sensata's products were widely used in blenders in the United States,it occupied the highest market share.In recent years,Sensata lose lots of market share China domestic thermal protector manufacture since they provide cheaper products.At the same time,as alternative products,fuse was also be used more and more in blender products.Sensata's market share will be continuing lose if it keeps the same strategy in this market.Blenders are a typical one of the various applications that Sensata's products were used.If the new strategy can help Sensata to keep their market share in the blender market,Sensata maybe use the similar strategy in other markets.Using the industry data and information provided by third party market research company,discussing with related peoples as sales in Sensata,purchasing and QA of Sensata's customers and Sensata's distributors,summarizing Sensata's internal data,this article analyzed the market situation from thermal protector producer,motor maker to blender OEMs and brand operators by using five force model,value chain analysis and other analysis tools.This article also makes comparison analysis between Sensata and its local competitors in China.Sensata's goal in blender export to the United States is to keep its market share without neither reduce margin level nor put too many additional resource.To achieve this goal,this article defied the marketing strategy that Sensata should take,including take products which used in other fields in to extend the products family and get share in low end market,use different promotion style with different customers and use online sale to abstract the"tail"customers in the fragmental motor maker market.There are 7 chapters in this article,chapter one describe the background and frame of this article,chapter two reviewed the related analysis tool,chapter three analysis the whole industry chain of the thermal protector,chapter four analysis the market situation of the whole industry chain of the thermal protector,chapter five analysis the capacity of Sensata and its goal in the market of blenders export to United States,Chapter six defined the market strategy that Sensata should take in this market,Chapter seven make the conclusion and shortage of this article.