Marketing of Changhong in China

Marketing of Changhong in China

Section 1. Customer Analysis

A. Segments

1. Color TV

Pure flat serial

Super flat serial

Flat forthrightly serial

Comments: Largest segment, dairy products, segmented by regional needs/operative Offerings/entertainment, accelerating growth

2. Projection TV

Comments: Second largest segment, technical offerings, Middle-classs favourites, high growth direct in urban areas.

3. liquid crystal displayS & PDP TV

Comments: Potential, high technical supports and opulence doojigger, growing dramatically.

B. Customer Motivations

Segment Motivations

1. Color TV Basic appliance for families, affordable, entertaining

needs, internet access

2. Projection TV Entertainment, enjoyable, business 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 not respond analogous a personal computer.

Section 2. Competitor Analysis

A. Competitor Identification

Most directly emulous: TCL corp, Konda, Xiahua, Haier Group, Chuanwei, Sony corp, Panasonic, LG, SAMSUNG.

Group Co, Skyworth, Xiahua, Panasonic, LG, Samsung, Tomson, JVC

B. Strategic Groups

Strategic Group Major Competitors Share

(1)          interior(prenominal) well-known TCL corp 14.09%

brands from national huge

producers Konka corp 12.86%

Haixing corp 9.84%

Xiahua corp 8.88%

Haier Group 6 .88%

Chuanwei corp 7.89%

(2)         Import premium products Sony 10.49%

Mainly from Japan

Panasonic 3.2%

South Korea LG 9.8%

Samsung 7.5%

(3)         Joint-venture products (mainly

Chinese with other countries 8.



67%

Strategic Group Characteristics/ strengths

(1) Domestic well-known National famous brands

brands from national huge astray porefolio of product

producers Heavy use of advertising

The newest advanced products

Emphas on new technological

innoration implemenation

sell startle at supermarkets

Strengths Weakness

Production scale economies High-fixed cost investment increase

Lower pressure on local competitive pressure because of

responsiweness price war frequently.

Huge carriage in supermarkets Spending more on building/

Get enough financial supports maintaining a strong, long term

From local government by good relationship with every agents and

reputation supermarkets...

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