Research On Marketing Strategy In China Of F Company

Since 2018,as the trade war between China and US,there was a big change to Chinese Electronics Industry,from a boom market to slump market,we are going through one of the most painful periods in the history with increasing uncertainty of futureIt is hard to refuse to use components of foreign brand in Chinese manufacture,in this eco system,distributors as a decisive role are important channel for landing China to components of foreign brand.F company as a distributor with 800 million USD revenue around 1000 employees and entered in China market in 2000,F company's major business came from the OEM factory who just manufactured for some foreign famous brand,this was the root of the problem.With the continuing escalation of sino-us trade friction,there was a big impact on the major customers and businesses of F company,such as a lot foreign components supplier stop to supply to Chinese customers or increase the price,meantime many foreign brand end customers transferred the orders to other regions of ASIA where no conflicting with US,those OEM factory could not get the orders,and besides due to the local and Taiwan distributors' competition is becoming more and more intense,this situation also impact F company's business,in the final analysis,the first reason is there were too many OEM customers and business sharing in China market,the initiative of business was not in your own hands,in addition,F company's org structure was too complex,it is difficult to adjust to fix the market currently in a short time,also,even when you maintain existing business you will find imbalance between different product line,for example the revenue of ST is 100 times that of Little Fuse,this 2 product line are both important with the dedicate and professional product manager,how to resolve these problem to help F company survive in the market which is too many looters for the limited wealth,we have to provide the answer.In this paper,according to some problem that F company will face in China market,based on 4Ps and STP theory,through the PEST analysis and porter's five-force model,find a suitable sales strategy for China market,ensure the implementation of the strategy by adjusting product,price,channel and promotion strategy,and with the help of org structure optimization,product resource expansion,customer category expansion and market application layout.