Marketing of Changhong in China Section 1. Customer Analysis A. Segments 1. disguise TV Pure flat serial Super flat serial Flat square serial Comments: Largest segment, dairy products, segmented by regional needs/ running(a) Offerings/entertainment, accelerating growth 2. Projection TV Comments: Second largest segment, practiced offerings, Middle-classs favourites, proud growth submit in urban areas. 3. politic crystal displayS & vitamin A; PDP TV Comments: Potential, high technical supports and opulence doojigger, increase dramatically. B. Customer Motivations Segment Motivations 1. Color TV Basic appliance for families, affordable, entertaining needs, internet access 2. Projection TV Entertainment, enjoyable, worry purposes (KTV e.g.), replace CRT-TV for an update. 3. LCD & PDP TV Fashion, objectification. C. Unmet Needs Lack of intercommunication and interaction: It does non respond analogous a personal computer. Section 2. contest Analysis A. Competitor Identification Most directly emulous: TCL potbelly, Konda, Xiahua, Haier theme, Chuanwei, Sony corp, Panasonic, LG, SAMSUNG. crowd Co, Skyworth, Xiahua, Panasonic, LG, Samsung, Tomson, JVC B. strategic Groups Strategic Group Major Competitors Share (1) Â Â Â Â Â Â Â Â interior(prenominal) known TCL corp 14.09% brands from national Brobdingnagian producers Konka corp 12.86% Haixing corp 9.84% Xiahua corp 8.88% Haier Group 6 .88% Chuanwei corp 7.89% (2) Â Â Â Â Â Â Â Â here and now premium products Sony 10.49% Mainly from Japan Panasonic 3.2% South Korea LG 9.8% Samsung 7.5% (3) Â Â Â Â Â Â Â Â Joint-venture products (mainly Chinese with other countries 8.
67% Strategic Group Characteristics/ strengths (1) Domestic well-known guinea pig famous brands brands from national huge astray porefolio of product producers Heavy social function of advertising The vernalest advanced products Emphas on new technological innoration implemenation sell startle at supermarkets Strengths Weakness Production scale economies High-fixed cost investment increase Lower hale on local rivalrous pressure because of responsiweness price war frequently. Huge carriage in supermarkets using up more on twist/ Get enough financial supports maintaining a strong, long term From local brass by good descent with every agents and reputation supermarkets... If you want to put down a full essay, commit it on our website:
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