In recent years, the study of marketing strategy has become a hot spot in enterprise research. Through SWOT analysis method, the company's internal and external environment, its own advantages and disadvantages, opportunities and challenges are defined, which lays the foundation for formulating marketing strategy combination.
Key words:
Marketing environment, SWOT analysis, competition.
I. Internal situation of Huajie Company
Suzhou Huajie Electronics Co., Ltd. specializes in manufacturing and serving R&D, power switches, power sockets, power tool switches, connectors and other products. Products have passed multinational safety certification and ranked first in many sub-industries. In 2007, it was rated as a high-tech enterprise in Jiangsu Province, and in 2008, it ranked 63rd among the top 100 electronic components enterprises in China.
1, the operating conditions of Huajie Company
Huajie Company is mainly engaged in the research and development, manufacture and service of electronic switches. Its main products are connectors, home appliance switches and power tools. The company's three major products are demand-oriented and customized according to customer needs. At the same time, according to the characteristics of products, various forms of promotion are adopted, all-staff marketing is implemented within the company, and publicity is carried out through the media to increase the reputation of the company.
2. Problems in Huajie Company
First, the efficiency of enterprise management needs to be improved. On the surface, the marketing organization structure of Huajie Company has a clear division of labor, which actually leads to inefficiency, and the management's way of doing things needs to be further improved. Second, the number of marketing professionals is small. Paper reference network. The number of marketers seems to be stretched, and many of them are high school graduates, which makes Huajie company seem to have insufficient stamina in the competition. Third, the marketing channels are not perfect. Huajie Company has established its own sales network, but the sales network is not perfect, and its sales function is biased towards large projects. In the process of competing for customers with large companies, a lot of manpower, material resources and financial resources have been invested, which has reduced work efficiency and increased sales expenses.
Second, the external environment analysis of Huajie Company
1, political environment analysis
In order to cope with the impact of the international financial crisis, the state has issued the "Electronic Information Industry Adjustment and Revitalization Plan", which will undoubtedly be very beneficial to the development of this industry. The national industrial technology policy focuses on promoting China's industrialization and informatization, promoting the independent innovation ability of related industries, realizing industrial structure optimization and industrial technology upgrading, and further bringing opportunities.
2. Economic environment analysis
With the steady growth of macro-economy, the average annual growth rate of GDP has reached 8%- 10%, and people's income has been continuously improved. As consumer goods, the consumption of electronic products such as electronic switches will also increase. Affected by the financial crisis, in order to maintain rapid and stable economic development, China's recent economic policy is to expand domestic demand and stimulate economic growth. As a pillar industry to stimulate demand and promote economic growth, electronic industry will certainly activate the demand of electronic switch market. Paper reference network.
3. Social environment analysis
With the development of economy and the continuous improvement of people's living standards, products with high quality and personalized demand are favored by people, and people pay more attention to the personalized demand of consumer goods, which further urges the design of electronic switches to have unique and personalized requirements. Huajie Company's business philosophy is to take customers as the center, design products according to needs, and meet social needs.
4, technical environment analysis
With the development of information industry, the network is gradually accepted by people and applied to real life. Major manufacturers and sellers of electronic products have established their own websites, and online transactions have become a reality, which further promotes electronic product manufacturers to change their international operation mode. The participation of electronic product manufacturers in the development of industrial network economy will have a great impact on the electronic product market.
Third, Huajie Company's industry competition structure analysis
1, industry development status and trend
As a necessary product in modern society, electronic switch is favored by people. It has experienced three major turning points: cable switch, flat switch and intelligent touch electronic switch. Looking at the development of electronic switch industry, it mainly presents the following development directions: first, the functions of electronic switches are diversified; Second, the electronic switch has high technology content; Third, the electronic switch is made of good materials and high quality; Fourthly, the environmental protection, green and low-carbon development of electronic switches.
2. Five factors analysis
(1) Entry threat of potential entrants. Because the electronic switch industry belongs to knowledge-intensive enterprises, electronic switches need high technology, which forms barriers to entry to a certain extent, and the threat of potential entrants is relatively weak.
(2) The substitution threat of substitutes. Because of the inherent characteristics of electronic switches, the threat of their substitutes is very small compared with other products, so the threat of their substitutes can be ignored.
(3) the bargaining power of suppliers. As a developing enterprise, Huajie Company is second only to major international companies. Can form a long-term and stable cooperative relationship with suppliers, and their suppliers' bargaining power is still very strong.
(4) The bargaining power of the buyer. The bargaining power of buyers is increasing for several reasons: First, there are more and more suppliers for buyers to choose from; Second, fierce competition has prompted buyers to improve their bargaining power; Third, the improvement of living standards has changed the buyer's consumption tendency.
(5) Competition among existing enterprises in the industry. At present, Huajie's main competitors are Defeng and marquardt. In the power tool switch industry, marquardt's global market share is close to 40%. Defeng has strong R&D and production capacity, and its products have been certified by many countries and some international specialties.
Fourthly, the SWOT analysis of Huajie Company.
1 has advantages: First, it has a strong sense of service.
Huajie company is based on the concept of "close to customers and sustainable management" to provide customers with high-quality and efficient products. In some segments, the company's products have a high market share, which shows to some extent that consumers recognize and affirm the company's services. Second, it has strong research and development capabilities. The enterprise has independent product research and development capabilities, and currently there are more than 100 R&D senior engineers and technicians. By the end of 2008, * * * has obtained 93 patents, including invention patent 1 1 and international patent 1, and has a UL-certified WTDP laboratory. This provides a guarantee for the company to maintain its core competitiveness and gain a long-term competitive advantage.
2. there are shortcomings.
First of all, the sales incentive policy is rigid and inflexible. The methods of rewards and punishments cannot be improved with the progress of the times, and the combination of material rewards and spiritual rewards cannot be adhered to, and material rewards are emphasized while spiritual rewards are ignored. Second, the marketing team is not perfect. Huajie Company has many employees, but its marketing team is not perfect. In the company's marketing team, the number of college graduates only accounts for 20% of the marketing staff, and the company's employees also lack the awareness of all-staff marketing, which will greatly weaken the competitiveness of enterprises and is not conducive to the company's development. Paper reference network. Third, the patent awareness is weak. The competition in electronic products industry is becoming more and more fierce, and the profit rate of the industry is declining. Enterprise's R&D has become the key to competition. Enterprises with leading technologies will adopt patent protection strategies to maintain their long-term competitive advantage. Huajie Company has weak patent output, weak patent awareness and insufficient sustainable development.
3. Development opportunities
First, the country's macroeconomic trend is good, and macro policies have been adjusted. Especially since the financial crisis, the country has adopted the strategy of "maintaining growth, expanding domestic demand and restructuring" and the plan of revitalizing the top ten industries, and the electronic market has become more active, laying a good foundation for the development of the electronic industry. Second, entering the information society, with the improvement of people's living standards, while ensuring basic living conditions, it is bound to pursue a higher quality of life. Electronic products have become people's first choice, and personalization will also be favored by people, which will form a huge demand for electronic products and bring greater development opportunities to electronic production enterprises.
Step 4 face the threat
First, Huajie Company is a regional brand, and its main market is in South China. Its main competitors are relatively strong international companies, stronger than Huajie Company, highly sensitive to competitors, and slightly increased market share, which may easily lead to a rebound of competitors and even a "price war". Second, the rise and fall of the home appliance electronics industry is closely related to the electronic switch industry, and the profit of the home appliance electronics industry has been very weak. Therefore, once the industry situation changes, enterprises will be greatly affected.
Through the above analysis:
With the increasing demand of electronic switch market, the competition among enterprises is becoming more and more fierce. Existing enterprises should conduct scientific market environment analysis, accurately locate the market, determine their own target market, give full play to their advantages, foster strengths and avoid weaknesses, so as to be invincible in modern competition.
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