Marketing Of Changhong In China Essay

1267 words - 5 pages

Marketing of Changhong in ChinaSection 1. Customer AnalysisA. Segments1. Color TVPure flat serialSuper flat serialFlat square serialComments: Largest segment, dairy products, segmented by regional needs/functional Offerings/entertainment, accelerating growth2. Projection TVComments: Second largest segment, technical offerings, Middle-class's favourites, high growth rate in urban areas.3. LCDS & PDP TVComments: Potential, high technical supports and luxury appliance, growing dramatically.B. Customer MotivationsSegment Motivations1. Color TV Basic appliance for families, affordable, entertainingneeds, internet access2. Projection TV Entertainment, enjoyable, business purposes (KTV e.g.), replace CRT-TV for an update.3. LCD & PDP TV Fashion, objectification.C. Unmet NeedsLack of intercommunication and interaction:It does not respond like a personal computer.Section 2. Competitor AnalysisA. Competitor IdentificationMost directly competitive: TCL corp, Konda, Xiahua, Haier Group, Chuanwei, Sony corp, Panasonic, LG, SAMSUNG.Group Co, Skyworth, Xiahua, Panasonic, LG, Samsung, Tomson, JVCB. Strategic GroupsStrategic Group Major Competitors Share(1) Domestic well-known TCL corp 14.09%brands from national hugeproducers Konka corp 12.86%Haixing corp 9.84%Xiahua corp 8.88%Haier Group 6 .88%Chuanwei corp 7.89%(2) Import premium products Sony 10.49%Mainly from JapanPanasonic 3.2%South Korea LG 9.8%Samsung 7.5%(3) Joint-venture products (mainlyChinese with other countries 8.67%Strategic Group Characteristics/ strengths(1) Domestic well-known National famous brandsbrands from national huge widely porefolio of productproducers Heavy use of advertisingThe newest advanced productsEmphas on new technologicalinnoration implemenationsell begin at supermarketsStrengths WeaknessProduction scale economies High-fixed cost investment increaseLower pressure on local competitive pressure because ofresponsiweness price war frequently.Huge presence in supermarkets Spending more on building/Get enough financial supports maintaining a strong, long termFrom local government by good relationship with every agents andreputation supermarketsLack of efficient management onEach selling branch(2) Import premium products International brandsFocus on new trends with highertechnical offeringsHigh-presence in non-supermarketChannels, such as specialty storeStrengths WeaknessProvide the newest high quality goods High price is lack of competitive for customers who are interested in capability in the consumer group high-tech product and have more who have no high salaries.demands on products. Customers can't change currentStrong competitive advantages are products very frequently due tobeneficial to attain the best cooperation the prices.partners and employees like advertisement lack of the understanding ofcompanies, excellent selling agents and local cultures.good location.Sell and advertisement through manyChannels such as international competitionexhibitions.C. Major...

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