某滾筒洗衣機營銷策略報告(pdf 51頁)(英文版)

某滾筒洗衣機營銷策略報告內容簡介：
1、Introduction
Greaten company is a very famous washing machine producer in China. The productioncapability and sales value of fully automatic washing machine have kept the top share in Chinawashing machine market from 1990 to 1999. But the European style washing machine, a newclosely related product line, does not grow rapidly as expected, whereas the twin tub washingmachine has achieved great success in recent years. Hereby it is thought there should havesome marketing problems, which deserve to be researched for sales improvement of GreatenEuropean style washing machine in the future.
There are four points about importance of the research. Firstly, nowadays many companiestake diversification strategy, so it is a very prevalent topic of how to extend to new businessfield. Secondly, since European style washing machine is really a very promising industry inChina, Some companies regard it as a new investment direction and a new engine for furtherdevelopment. Thirdly, because of intensive competition in European style washing machinemarket, it is a very practical issue concerning how to create and maintain competitiveadvantages. Finally, it’s the time for Greaten to reappraise its current marketing tactics so as toachieve its goal of European style washing machine.
The basic research question is what kinds of feasible marketing strategies should be takenby Greaten European style washing machine? Derived from this basic question, some mainrelated questions are considered in the research, such as: Are current corporate objective and
strategy effective? Is current product structure competitive? How to make the best use of threeOEM suppliers? Is current brand management reasonable? How to improve current R&Dcapability so as to transfer OEM to ODM?In order to answer the above questions, the research tries to find out the possible interrelationsbetween new product line extension with some determinant factors, like corporate strategy,brand, product structure and technology. Based on these important findings, the researchprovides Greaten with some useful suggestions for marketing strategies of European stylewashing machine, which can make these interrelated variables consistent with each other andcontribute to success of Europeastyle washing machine in the future.

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