Study On Marketing Strategy Optimization Of Company F For The Industrial Robot

China has been the world’s largest consuming market of industrial robots for many consecutive years.The huge market potential not only brought about growing opportunities for China’s industrial robot business,but also caused aggressive competition within the industry.Manufacturers from overseas have established facilities in mainland China,reinforcing their market position,thanks to their continued accumulation of technology,market,and brand influence.On the other hand,in mainland China,the number of newly established institutions of Research and Development and enterprises that have transitioned to industrial robotic manufacturing is increasing nonstop,a factor that adds to the competition.While China’s domestic manufacturers outnumber those from overseas,due to late development and high reliance on importation of core parts such as speed reducer,servo motor and controller,China’s manufacturer brands remain at low-end positions in the market.Company F,the case study in this thesis,manufactures one of the four industrial robot types – a type that dispenses glue,solders,or conducts electric resistance welding(ERW)in the production and assembly processes of assorted electronic products.In recent years,due to certain issues existing in the company’s product development and marketing strategies,it has missed many growing opportunities in both the Chinese and the international market.Its sales numbers are not increasing as fast as its competitors’,while its industrial influence wanes gradually over time.Thus,it is now paramount to conduct research on existing issues in the company’s marketing strategies and develop corresponding optimization plans,based on suitable marketing strategy theories.First,the company’s external environment is analyzed.Considering the political,economic,technological,and social environments that it is in,the company faces both opportunities and challenges on its growing path.An analysis based on Michael Porter’s Five Forces Model reveals that the company’s products do not have clear positioning in the market,and that its developments of new products and new industry applications are falling behind its competitors’.Additionally,the company is weak in customer relation management;it has not researched into current and potential customer needs and does not have an adequate distribution channel development strategy.After the causes of theseissues have been analyzed,this thesis optimized the company’s marketing strategy using the 7Ps framework.These optimizations include those of product strategy,distribution channel strategy,personnel strategy,physical evidence,and process management.This thesis suggests that a product manager position be introduced according to the special characteristics of the industrial robot industry,which will accelerate the company’s response to market and customer needs and facilitate the immediate synchronization between market needs and product development,in order for the company to catch up with the rapidly changing industry.This thesis aims to convert the company’s management strategy from “order-and-sales oriented” to “market oriented”,so that the company’s development can become sustainable in the long run.