ASWOTAnalysisonGalanzsMarketingStrategyAbroad英文版毕业论文

1、A SWOT Analysis on GalanzsMarketing Strategy AbroadPrefaceDear Mr. Cheng:Thank you very much for your teaching about this subject .This term, with your direction, my English ,not only my listening but my writing ,both made rapid progress. And what is the best; I still learned the western teaching an

2、d studying, and so on. In the end, thanks a lot again!Best wishes!Sincerely:1Contents1、 The introduction of Galanz - 12、 Galanz succeeds in analyzesing - 22.1Always adhere to the enterprise development strategy is focused2.2Implementation of cost leading competitive strategy:2.3Effective marketing s

3、trategies2.4Marketing strategy:2.5Research and development strategy:2.6Financial strategies2.7 The personnel strategy2.8Production strategy3Galanz companies SWOT Analysis- 43.1First, Galanz advantages (Strength) Analysis3.2Second, the inferior Galanz (Weakness) Analysis3.3Third, the Galanz faces opp

4、ortunities (Opportunity) Analysis3.4Fouth, Galanz threats (Threat) analysis4. Based on the above analysis, we believe that the Galanz should be thestrategic choice of the following:-621、The introduction of Galanzbut also one of the most outstanding groups of home appliance in China.Since Galanz foun

5、d in 1978, she has been developing healthily,continuously, and rapidly for 27years. Orienting as “ GlobalFamous-brand Home Appliance ManufacturingCenter, more than 20.000 Galanz people commit themselves to develop three manufacturing bases: Global MicrowaveOvenManufacturingCenterGlobalSmallHomeAppli

6、anceCenterandGlobalAir-conManufacturingCenter keep being the global No.1 ofMicrowaveoven and light-waveovenmanufacture, and become one of the top-ranking brands in the world. Her products are hot sales inabout 200 countries and regions. The annual sale volume of 13 billion RMB and the profit reaches

7、 of foreign exchange is 700 million USD.Specializationhumanization and high quality sustain strongly Galanzs expansion of the GlobalManufacturing.Asthe leader of internationalhome applianceindustry. Galanz goes off the beatentrack, surpasses teachers, develops new technologies and new- functional pr

8、oducts, and humanizes high-tech and upgrads home appliance industry. For instance, the light-wave oven and Air-con. Which were devised by Galanz R&Ds center in the USA.Environment -protective adopted new intelligent technologies and materials. They are so convenient. Healthy and high class for moder

9、n family, and lead the Insofar of global consumption.From a handcraft workshop to the Global Base of Home Appliance Manufacture which enjoys the omni-directional cooperation with over 250 multinational corporations, Galanz concentrates its limited resource and fully exert its comparative advantage.

10、Anlong with transfer of manufacturing to China and globalization of world economy, Galanz is climbing up to the summit of manufacturing from cost advantage to technology advantage coexisting, from national market to international market coexisting. Galanz does not only manufacture products with the

11、best ratio between quality and price. Insofar but also is the leader in home appliance manufacturing. Galanz is developing with high speed towards the Global Brand Name Manufacturing Center and Global R&D of Manufacturing Center when she aspired in building the global No. 1 light-wave oven factory i

12、n 2000. In 1997, the foundation of Galanz R&D center in the USA and the development of key parts like magnetron and temperatures ensure Galanz gained ascendancy in new products research. So that the significant predominance of scale and technology by shaping in light-wave industry structure, assures

13、 the sales volume of MWO increase stably in general. In 2004, the sales volume of MWO is 1.8 million sets. Including1.5 million sets light-wave oven. Having glance at light-wave oven and Air-con Insofar as the key of consumption, the effort to building the Global R&D Center has been proved by the wo

14、rld.Galanz obtained outstanding achievement in global home appliance market and won manyawards. such as the National Light Industry Association International Brand Advantage Enterprise,the FamousBrandofChinaNationalFree-InspectionEnterprises,MigrantCommittedandAccreditedCorporationHomeApplianceExpor

15、tStarofEnterprise,NationalQuality3Communication Enterprises, one of the Top 500 Enterprises in China one of the power 500 and etc. Moreover, Galanz is recommended as one of the Top 10 Most Effective Corporations to Chinese Marketing for two continuous years and the Top 100 Growth Corporations of Chi

16、na for three continuous years. And won awards of the Top 20 Chinese Excellent Non Governmental Enterprises and etc. The industry unanimously deems the effect of Galanz has overtopped of what the industry is.Galanz will be accelerating to be global first rank enterprise and world famousbrand by imple

17、mentin g strictly the enterprise s idea of Greatness lies increativity andthe tenet of Try our best to move customers.2、Galanz succeeds in analyzesingGalanz from the beginning of 1993, manufacturing microwave ovens in 1995, rapid growth of Chinas market share for the first and reelected for seven ye

18、ars sales and market share in China microwave ovens first became two-way, it is clear that the brand of enterprise development strategies, the implementation of effective competitive strategy success.Brand can be seen from the course of development, its success lies in the following aspects2.1Always

19、 adhere to the enterprise development strategy is focused:From 93 years to 96 years, the Galanz has always focused on microwave ovens products, Lee (Niche) market development strategy is focused on making enterprises can concentrate all resources; the industry will grow and strengthen, so deep. This

20、 is the brand prerequisite for success.2.2Implementation of cost leading competitive strategy:Cost Galanz strategy is currently leading the competitions competitive edge lies, and the cost of a brand strategy driving force comes from two aspects : First, from economies of scale, the scale of product

21、ion Galanz Taiwan has reached 15 million, on the other hand, from the low-cost procurement and artificial. Galanz leading edge of cost barriers to the establishment of industries. This is the Galanz successful.2.3Effective marketing strategies:Galanz in microwave ovens market development, launch and

22、 consolidate occupation and the various periods, respectively taken extremely targeted marketing strategies, and have achieved good results. The price war is the Galanz in microwave ovens market grow, and has been frequently exploit a competitive weapon, could be called Galanz marketing magic.Price

23、war in the consolidation of the industry access barriers, effectively blocks competitors, maintain Galanz status in one market did play a very important role.2.4Marketing strategy:Galanz Group in microwave ovens market marketing strategies include the following : First, develop the market, and the i

24、ntroduction of a permanent, the popular Galanz marketing won tremendous competitiveness, through gifts such as microwave ovens Menu books, in the press column and other means, to the knowledge of marketing methods, cultivate China microwave ovens market.Inaddition,to allowconsumers tounderstand and

25、accept the new function,and to the use,4development, integration of markets and improve the consumption environment microwave ovens. Second, a market through the creation of national networks, and mainly with other agents to create a Community of distribution channels, not to establish their own sal

26、es channels, distribution channels to promote the establishment of price war, launching microwave ovens common market. Building marketing channels used practicing but intermediate and not end strategy. Third, the occupying markets, microwave ovens in the market mainly through price war, and in rice

27、market, through yearsof occupation as a gift to market activities. Fourthly, the consolidation of the market through constant introduction of new products aimed at a different market segment to achieve a suitable product. Moreover, by enhancing the quality and level of products and services to conso

28、lidate the market. For example, the Galanz launched the four heart-class services (for customers loyal, meticulous, let customers feel at ease, rest assured), the three major disciplines, eight attentions standardized service, a shopping,and the National Inter-regional maintenance services are an im

29、portant market brand consolidation strategy.2.5research and development strategy:Galanz technical strategy experienced the introduction, absorption, cooperative development, self-development of these phases. In 1997, the Group mainly Galanz introduction, focusing on the absorption from the 1992 intr

30、oduction of Toshiba Corporation production line and technology to 1996in the context of the global production of the most advanced equipment and technology microwave ovens, and in the absorption of integrated basis. 1997, the Group established Galanz research and development sector, 1998 and the est

31、ablishment of technology development institutions in the United States began moving toward a new stage of cooperation and self-development. Meanwhile, the Galanz into the global industrial chain, the overall industrial upgrading. As enterprises and industrial upgrading, Galanz into a global manufact

32、uring value chain, from the business model of low prices, low value-added China extends to high prices, high merit additional global manufacturing strategy.2.6Financial strategy:To meet the needs of international business strategies, Galanz group beginning in 1998, employ the world-renowned consulti

33、ng firms -Andersen companies to financial advisers, the development and implementation of Galanz specific financial strategies. This Chinese enterprise, especially the township enterprises is rare. Andersen Corporation to the strength and experience, it appears that the groups financial strategy for

34、 their Galanz competition strategies, the overall strategy will be to achieve the tremendous role.2.7 The personnel strategy:Attract talent and bold use of the traditional Galanz strategy group. Back in 1991, it employed five Galanz groups from Shanghai China microwave ovens experts, this is a Galan

35、z microwave ovens five senior engineer composition of the core technologies, and laid the foundation for subsequent technical cooperation with foreign countries. 1993 to the Japanese in production management, 1998for the implementation of international strategy, Galanz group as a Korean internationa

36、l marketing for engaging Americans in technology assessment made, Galanz Strategy Group talents of the main5features are: the introduction of a global vision within talents. But this is only one aspect of the human resources strategy, more importantly, face international business needs, the Galanz g

37、roups how to improve the overall quality of talent and ability. This may be the weak link in the future developmentof Galanz groups.2.8Production strategy:Galanz in the early 1990s only a medium-sized, no sufficient funds for research and development, and therefore the use of use doctrine will be no

38、 cost advantages abroad production lines into China with their own advantages docking enterprises, professional cooperation with the smallest forward to microwave ovens input into trades, a high starting point and high quality microwave ovens rapidly becoming the manufacturing center. , the Galanz h

39、as introduced a variety of advanced production lines and production techniques, in addition to well-known brand names for generation processing, but also the use of the surplus production capacity of these production lines manufacture their own products, virtually reduced costs. On the other hand, t

40、he Galanz also through the mode of operation to many other brands of key technologies for its own research and development facilitated. Currently, the office will have its own brand positioning in the global microwave ovens manufacturing center, will focus all its resources in product design and man

41、ufacturing.Galanz marketing vice chief of its success can be summarized Yuyaochang sentence - “ Galanz can achieve results now, in the final analysis, a Galanz with the comparative advantages inseparable. What Galanz of comparative advantage, is the leading cost, the most important is the cost and s

42、ize of the labor advantages. 3Galanz companies SWOT Analysis63.1First, Galanz advantages (Strength) AnalysisInternational market advantages: large production capacity.Low-cost advantages: low labor wages, high labor productivity.First advantages: microwave ovens in the industry market leader status.

43、International market advantages : large share of the international market, prices are low, and equipment owned brands coexistDomestic market advantages: large domestic market share, price competitive.Value chain management advantages: strategic outsourcing, a high degree of collaboration. .3.2Second

44、, the inferior Galanz (Weakness) AnalysisMarketing network disadvantage: distribution networks and marketing terminals rely on external forces to control the intensity of the weak market.Product mix inferior: narrow product line, not a rational structure, a gradient of the productmix.Brand inferior:

45、 frequent launching the price war will cause consumers to link brand and luxury brand image.R & D disadvantage: key still lays in the hands of others technology, innovative products and functional capacity insufficient.Resourcesdisadvantage: Compared to the large household appliance manufacturing en

46、terprises, small products, and other products through a collaborative operational resources capability is weak.3.3Third, the Galanz faces opportunities (Opportunity) AnalysisSustained growth, the macroeconomic environment is good; the domestic market is still great room for growth.There is a certain

47、 part of the growth in the international market space.Can use the existing resources and manufacturing advantages, the higher relevance to other household appliances.Manufacturing capacity is increased, and the opportunity to integrate the strength of global resources, thereby continuing to reduce c

48、osts.3.4Fouth, Galanz threats (Threat) analysisMore transnational corporations will transfer to the domestic production base and domestic market large household appliance enterprises poured into microwave ovens, microwave ovens industries degree of competition is intensifying.In the international ma

49、rket, due to excessive brand market share may lead to monopolies and dumping lawsuits, and therefore has brand development space is limited.Since many competitors to make grasp the core technology and key components suppliers increase bargaining power, would reduce the bargaining power of Galanz.74.

50、 In household appliances, such as air-conditioning, as many already exist renowned Galanz, but off to the relative surplus brand as a first move advantage of the lack of entrants, and the relatively weak capacities of the market.5. The air-conditioning and other appliances size, high transport costs

51、, and therefore will be ableto continue to expand sales to the decentralized will inevitably need to use up or mergers acquisitions, which increased the operating risk of enterprises .Based on the above analysis, we believe that the Galanz should be the strategic choice of the following:Galanz shoul

52、d give full play to their advantages in the field of production, the continued expansion of low-cost comparative advantage and to increase their core competitiveness, and effective integration of global resources, timely associated pluralism, and eventually become the worlds largest household applia

53、nce manufacturer. - This is the Galanz of enterprise strategic goals.It should be noted that we will brand as a strategic goal, the worlds largest household appliance manufacturer, which is different from the brand itself the worlds largest household appliance manufacturing center. Because the futur

54、e of manufacturing enterprises should be the big sets, big production, circulation, on a global scale manufacture or assembly of a number of centres, the professional production at different geographical plant manufactured components to be assembled distribution to sales and ultimately finished in the local sales and marketing networks.To achieve the above strategic