GREATEN滚筒洗衣机营销策略

IMarketingTacticsforExtensionofEuropeanStyleWashingMachineBYGangWang(P.R.CHINA)ThispaperwassubmittedinpartialfulfilmentoftherequirementsfortheMasterofBusinessAdministration(MBA)degreeattheMaastrichtSchoolofManagement(MSM),Maastricht,theNetherlands，March2004.MaastrichtSchoolofManagementP.O.Box12036201BEMaastrichtTheNetherlandsMarch4,2004IIDeclarationIherebydeclarethatthesubmissionismyownworkandthat,tothebestofmyknowledgeandbelief,itcontainsnomaterialspreviouslypublishedorwrittenbyotherpersonnormaterialwhichasubstantialextenthasbeenacceptedfortheawardofanyotherdegreeordiplomaoftheuniversityorotherinstituteofhigherlearning,exceptwheredueacknowledgementhasbeenmadeinthetext.SignatureNameGangWangDateSeptember20,2003AcknowledgementFirstofall,IshouldshowmyappreciationtoSDIBC,allconcernedprofessorsfromMSMandNJU,especiallymysupervisorProf.PengdeTao,secondreadersProf.WeixinHuang,Prof.NingMaoandProf.DongtaoYangfortheirvaluableinstructions.ThenIthinkassistancefromMarketingDepartmentofWuxiLittleSwanCo.,Ltd.isanecessaryconditionformyresearch.FinallyIalsowanttothankmyfriendsPeterandCindyfortheirkindsupport.IIIContentsChapter1Tacticsforresearchpaperּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּ1§1Introduction§2LiteraturereviewChapter2CurrentsituationofGreatenEuropeanstylewashingmachineּּּּּּּּּּּּּּּּּּּּ6§1IntroductionofChinesewashingmachineindustry§1.1Lifecycleofwashingmachine§1.2Currentsituationinwashingmachinemarket§1.3Analysisofmainplayersinwashingmachineindustry§1.4Thelatestchangesinwashingmachinemarket§2IntroductionofGreaten§3IntroductionofGreatenEuropeanstylewashingmachine§3.1ReviewofdevelopmentofGreatenEuropeanstylewashingmachine§3.2MainseriesandtypesofGreatenEuropeanstylewashingmachine§3.3SalesresultofGreatenEuropeanstylewashingmachine§4CurrentproblemsfacedbyGreatenEuropeanstylewashingmachineChapter3CorporateorientationandPorter’s5forcesanalysisּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּ18§1The10thFive-yearDevelopmentPlanandcurrentstrategyofGreaten§2MarketattractionanalysisofEuropeanstylewashingmachine§2.1HistoryofChinaEuropeanstylewashingmachine§2.2CurrentsituationinEuropeanstylewashingmachinemarket§2.3PositionanalysisofGreatenproductportfolio§3IndustryanalysisbyPorter’s5forcesmodel§3.1Currentcompetitors§3.2Buyers§3.3Substitute§3.4Potentialnewentrants§3.5Suppliers§3.6Conclusionsfrom5-forceanalysisIVChapter4Schemeofproductstructureּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּ29Chapter5Brandanalysisּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּ31§1CurrentmarketpositioningfordifferentGreatenproductlines§2UnderstandingcurrentGreatenbrand§3NewbrandexploitationandbrandextensionChapter6Technologyanalysisּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּ37§1Productioncapacity&actualoutputofwashingmachineindustry§2Themostdesiredfunctionsanddesignsincustomers’minds§3MaintechnologictrendsofEuropeanstylewashingmachineChapter7Conclusionsandsuggestionsּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּּ39ReferencesAppendix1Chapter1Tacticsforresearchpaper§1IntroductionGreatencompanyisaveryfamouswashingmachineproducerinChina.TheproductioncapabilityandsalesvalueoffullyautomaticwashingmachinehavekeptthetopshareinChinawashingmachinemarketfrom1990to1999.ButtheEuropeanstylewashingmachine,anewcloselyrelatedproductline,doesnotgrowrapidlyasexpected,whereasthetwintubwashingmachinehasachievedgreatsuccessinrecentyears.Herebyitisthoughtthereshouldhavesomemarketingproblems,whichdeservetoberesearchedforsalesimprovementofGreatenEuropeanstylewashingmachineinthefuture.Therearefourpointsaboutimportanceoftheresearch.Firstly,nowadaysmanycompaniestakediversificationstrategy,soitisaveryprevalenttopicofhowtoextendtonewbusinessfield.Secondly,sinceEuropeanstylewashingmachineisreallyaverypromisingindustryinChina,Somecompaniesregarditasanewinvestmentdirectionandanewengineforfurtherdevelopment.Thirdly,becauseofintensivecompetitioninEuropeanstylewashingmachinemarket,itisaverypracticalissueconcerninghowtocreateandmaintaincompetitiveadvantages.Finally,it’sthetimeforGreatentoreappraiseitscurrentmarketingtacticssoastoachieveitsgoalofEuropeanstylewashingmachine.ThebasicresearchquestioniswhatkindsoffeasiblemarketingstrategiesshouldbetakenbyGreatenEuropeanstylewashingmachine?Derivedfromthisbasicquestion,somemainrelatedquestionsareconsideredintheresearch,suchas:Arecurrentcorporateobjectiveandstrategyeffective?Iscurrentproductstructurecompetitive?HowtomakethebestuseofthreeOEMsuppliers?Iscurrentbrandmanagementreasonable?HowtoimprovecurrentR&DcapabilitysoastotransferOEMtoODM?Inordertoanswertheabovequestions,theresearchtriestofindoutthepossibleinterrelationsbetweennewproductlineextensionwithsomedeterminantfactors,likecorporatestrategy,brand,productstructureandtechnology.Basedontheseimportantfindings,theresearchprovidesGreatenwithsomeusefulsuggestionsformarketingstrategiesofEuropeanstylewashingmachine,whichcanmaketheseinterrelatedvariablesconsistentwitheachotherand2contributetosuccessofEuropean