The Marketing Communication Strategy For Xiamen Overseas Chinese Electronic C0., Ltd

4864 words - 19 pages

1. Executive summaryThis is an Integrated Marketing Communication (IMC) plan for improving the High-Definition TV (HDTV) of Xiamen Overseas Chinese Electronic C0., Ltd. (XOCECO) in the domestic market for 2004. The purpose of this plan is to attempt using the advanced IMC theory into the practice, and acquire the favorable effectiveness of communication with the target audiences.This plan tightly focuses on the features of IMC, and then creates a distinct IMC theme "Digitizing Your Life" which is the single voice and will be utilized in each of communication methods. Further, the complex promotional mix is determined depended on the advantages of IMC. To summarize the plan, the most important point is that the theory of IMC must be applied in the MarCom practice in order to improve the business in the competitive environment.2. The company backgroundXiamen Overseas Chinese Electronic C0., Ltd. (XOCECO), established in 1984, is one of the largest and most advanced manufacturers of consumer electronics in China. XOCECO is well known from home to abroad, and has developed in many areas such as video equipment, computers, communication equipment, and electronic components.XOCECO was the first company in China to develop the 25" and 27" pure flat, color, HDTV and the first Chinese electronics manufacturer to receive ISO9002 certification. The combined production facilities cover over 2 million square feet. As for the TV division in 2002, it accounts for about 19% market shares. Meanwhile, XOCECO got total sales revenues of RMB 701 million, generated the net profits RMB 56.8 million, and paid RMB 63.4 million for taxes. Through approximate 20-year's relentless efforts and taking the leader position of market, XOCECO established well-reputation brand and extensive nationwide sales and distribution network with a computerization progress that reaches across the whole country incorporating over 119 branches, and has set up overseas sales offices or business representative offices over 100 countries (http://www.xoceco.com.cn).3. Marketing environment analysisA useful approach for gaining an understanding of the situation an organization is facing at a particular time is called SWOT analysis (Peter & Donnelly, 2001, p224). Next, the four aspects of SWOT which XOCECO suffered in advertising environment will be examined respectively.3. 1 The internal strengths(1) Possessing considerable talents in IMC field. To compare with the rivals, XOCECO is rich in the advertising talents. It possesses an excellent marketing communication team and more than 30 experts to carry out the tasks of IMC. Especially, the manager of the Advertising Department, Mr. Xiao, is the vice present of China Adverting Association (CAA). He handles professional experiences in this field.(2) Adequate funds invested in IMC. The management of XOCECO tends to focus on the IMC and invest more in the field. According to the financial report of 2002, the IMC costs account for over 7.5% of...

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