Dissertation > Economic > Industrial economy > China Industrial Economy > Industrial sector economy

Study on the Wan Nan Market Development Strategy of R Company

Author ZuoGuoHong
Tutor HaoDongMei
School Lanzhou University
Course Business Administration
Keywords Kitchen appliance Wan Nan market Market development strategy
CLC F426.6
Type Master's thesis
Year 2011
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Because of the technology maturity, the timing of development, the standardization and normalization of the current household appliance market in China, the competitive situation is much more severely than anytime before. Further more, the strengthening of people purchase power and the promotion of life quality make it worse. The scope of competitiveness between enterprises has expanded from the first-class city to the second-class areas including rural districts. Now there are three power group in this industry, that is domestic first-line brand、regional brand and the international brand. And these three type of business have different strategies and points of focus in China market.In the serious competitive market, the market development strategy is the key point related to the survival and development path of a business. This paper is based on the case of the development of the Wan Nan market of a civilian-run enterprise—R company. Adopting a qualitative method, it analyzes the internal and external environment of R company objectively and makes a scientific prediction of the market prospect of R company’s products in the Wan Nan market. Through an analysis of the supply and demand status of the product in the Wan Nan market and the product’s target customers, the target market of R company is fixed on. Thus the development strategy of R company is set down. Besides, this paper also provides some protective suggestions on the implementation of this strategy.

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