Dissertation
Dissertation > Economic > Industrial economy > The world's industrial economy > Industrial sector economy > Electrical and electronics industry

Study on the marketing strategy of Shandong Sharp LCD TV

Author YuQuanChun
Tutor NingYuFu; LiuMin
School Shandong Normal University
Course Operations Management for SMEs
Keywords LCD TV market of Shandong Province competition new market strategy
CLC F416.6
Type Master's thesis
Year 2014
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Sharp company of Japan has a history of102years. In the market of Shandong Province,sharp company faces some stiff competition from Samsung, Hisense and Skyworth. Because ofeconomic downturn in Japan, the devaluation of the Japanese yen, the deficit of the headquartersin Japan a few years ago, the cost of LCD TV hardly cut down. In2014, the expectation fordemand changes of LCD TV in China is a negative growth. Demands of LCD TV features havechange. The markets of the third and fourth grade need sink. The target is to increase the share ofSharp LCD TV and enlarge sales continuously in the Shandong market.This paper reached a new marketing strategy using PEST analysis, SWOT analysis and4Panalysis, in a bid to provide feasibility sales management in Shandong area, to provide some helpand support for decision-makers. Study reached the following key strategies.First, LCD TV models are grimly distinguished between channels and market grades withdifferent pricing strategies simultaneously in different markets. At the right season the secondbrand will be operated.Secondly, the promotion strategies are differentiated between the channel using the newonline channel and with the traditional line. In traditional large-scale sales nodes, the clientsfrom online and offline may receive some differences with promotional strategies in anniversary,the bachelor days; etc.Thirdly, the best publicity strategies are absorbed from different markets and limit the costof inputs. Sharp company can promote using touring show of the truck, together show,promotional form the hotel; etc.Finally, in the Shandong market new organizational structure should be built for Salesworkers and Non-sales staffs with distinguish policies. The construction of the full marketingteam and close and efficient co-ordination team will be certain to complete the sales plans insuccession.

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