MARKET STRATEGY STUDY – CASE UNIVERTICAL CHINA CO., LTD
Xu, Hua (2011)
Xu, Hua
Jyväskylän ammattikorkeakoulu
2011
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201105269852
https://urn.fi/URN:NBN:fi:amk-201105269852
Tiivistelmä
Univertical China is a foreign invested enterprise in China, it has good products and market reputation but the market share increasing is not satisfied by the shareholder. Since the author has been worked for Univertical China for 3 years therefore Univertical China consigned the author for analyzing the market situation and looking forward to find the possible solution. The subject of the report was to propose the market strategies for enlarging the market share.
At the beginning the report, it pointed out 3 sales reasons cause the sales dilemmas. 1) The sales price was not competitive. 2) The logistics term cycle was too long for the Northern region customer compare with the competitors. 3) The quotation mode was not flexible. The report made details analysis for above dilemmas. The report offered details of the electroplating market situation for Chinese market by the supply chain analysis for better understand the dilemmas.
The customer segmentation showed the growth trend to the electroplating market. The report analyzed the target markets, the PCB and also the automobile market. Especially the automobile manufacturing industry showed the surge in 2009 and 2010. The SWOT and competitor strength grid helped the research analyze Univertical’s strengths, weakness and opportunities compare with the competitor. Univertical had good reputation and excellent quality but the price was higher and not advantage in logistics and quotation mode. The Porter’s 5 forces provide the electroplating industry future.
It illustrated 3 development strategies based on the understanding of the dilemmas. 1) For the price, to low the price was not acceptable. 2) For the logistics issue, to establish the logistics center in Northern China is necessary plan. 3) To establish the copper futures hedging system is the key strategy for the market enlarging, this is the unique what Univertical can be created to compete with competitors.
In the discussion part, the implementation has been discussed. Univertical could make more research for the targeted market and meanwhile establish the internal process for futures hedging system and logistics center for implementing the strategy.
The discussion shows positive trend for the business operation. The report can be considered that reference material when sales people develop the future market strategy.
At the beginning the report, it pointed out 3 sales reasons cause the sales dilemmas. 1) The sales price was not competitive. 2) The logistics term cycle was too long for the Northern region customer compare with the competitors. 3) The quotation mode was not flexible. The report made details analysis for above dilemmas. The report offered details of the electroplating market situation for Chinese market by the supply chain analysis for better understand the dilemmas.
The customer segmentation showed the growth trend to the electroplating market. The report analyzed the target markets, the PCB and also the automobile market. Especially the automobile manufacturing industry showed the surge in 2009 and 2010. The SWOT and competitor strength grid helped the research analyze Univertical’s strengths, weakness and opportunities compare with the competitor. Univertical had good reputation and excellent quality but the price was higher and not advantage in logistics and quotation mode. The Porter’s 5 forces provide the electroplating industry future.
It illustrated 3 development strategies based on the understanding of the dilemmas. 1) For the price, to low the price was not acceptable. 2) For the logistics issue, to establish the logistics center in Northern China is necessary plan. 3) To establish the copper futures hedging system is the key strategy for the market enlarging, this is the unique what Univertical can be created to compete with competitors.
In the discussion part, the implementation has been discussed. Univertical could make more research for the targeted market and meanwhile establish the internal process for futures hedging system and logistics center for implementing the strategy.
The discussion shows positive trend for the business operation. The report can be considered that reference material when sales people develop the future market strategy.