The Marketing strategy of Lianlong in China market连龙在中国市场的营销策略

TheMarketingstrategyofLianlonginChinamarketSubmittedby:Suprivisedby:Submittedon:9.28Class:AC1TableofContentsPlanningStageSection1:Brief 51.0Titleoftheproject 52.0Objectivesoftheproject 53.0StatementofIssuestobeInvestigated 64.0ReasonsandRelationsoftheIssuestotheTopic 65.0Coveredaspartofthegroupaward 76.0Justificationforchoiceofbusinesses 77.0Lianlong'saccesstoinformationofmethod 88.0Explanationoftheinvestigationmethods 89.0EvaluationofLianlong'sstandard 99.1Analyzethe4PtheoriesofPhilipKotlerwhichhavebeenaffectedtheLianlong 99.2genericstrategies–MichaelPorter 9Section2:Planning 101.0Timescalesforconductingtheinvestigation 102.0Identificationoftheresourcesincludingtimeneededtocarryouttheinvestigation 11PlanningStageSection1:Brief1.0TitleoftheprojectLianlong'smarketingstrategyinChinaon21stcentury.2.0ObjectivesoftheprojectThemainobjectiveofthisprojectincludestheinfollowingcontent.InChina,Lianlong'smarketenvironmentbyfacedThefaceofChinesecustomers,LianlonghastakenwhatkindofmarketingstrategyThestrategyfortheeconomicbenefitsofLianlongTherefore,thesub-objectivesofthereportaregivingasfollows:LianlongwiderenvironmentbyapplyingtheprinciplesofSPELTAnalysis.Thestartingpointforanalyzinganorganization’sexternalenvironmentistoreviewtheorganization’swiderenvironmentbyapplyingtheprinciplesofSPELTAnalysis.It’sincluding:Socio-culturalforce,Politicalforce,Economicandenvironmentalforce,Legalforce,Technologicalforce.ThedevelopmentofnewproductsIn2005,LianlongcompletestheacquisitionofIBM'sPersonalComputingDivision,makingitanewinternationalITcompetitorandthethird-largestpersonalcomputercompanyintheworld.SalesPromotionSalespromotionincludesseveralcommunicationsactivitiesthatattempttoprovideaddedvalueorincentivestoconsumers,wholesalers,retailers,orotherorganizationalcustomerstostimulateimmediatesales.Theseeffortscanattempttostimulateproductinterest,trial,orpurchase.Examplesofdevicesusedinsalespromotionincludecoupons,samples,premiums,point-of-purchase(POP)displays,contests,rebates,andsweepstakes.TheimpactoftheInternetonLianlongInformationtechnologyhashadanimpactonthewayweworkforquitesometime,buttheInternethasnowaddedelectronicmail(email),teleworkingandvideoconferencingtotheworkplace.LianlongtoobtaincustomerviewsoncustomercareIntheChinesemarket,Lianlong'sbusinesssituation.IncludingitsfinancialdataandmarketshareToinvestigatetheassociationsincethebeginningofthe21stcentury,thebusinesssituation,Ineedtounderstanditsfinancialdataandmarketshare.Thedemandforanycommoditycanalterdependingonmanyinfluences.3.0StatementofIssuestobeinvestigatedSomeissuesIneedtoinvestigatefirstarethepolicies.Chinahassomespecialpoliciestotheforeigninvestors.Insomegivenindustriesandregions,manycurrentfavorablepoliciesattractforeigninvestmentslargely.AndtofigureouttheaspectsofChinesegovernmentmakegreateffortson.InordertounderstandfullytheChineseinvestenvironmenttotheseforeigncompanies,Ineedtocomparethedifferencesofinvestmentenvironmentamongseveraldifferentcountries.Inthisstudy,somematerialmultinationalswouldbepresentedtoexplainthedetailedchangesinemploymentpositions,economy,environment,taxesandtechnologyproblems.AndthesefamousmultinationalscouldbeCoca-ColaandNike.AftertheseyearsofforeigninvestorsenteringChina,whatarethevividchangesoftheGDPandtheunemploymentproblemsinChina?Whatarethechangesinnormalpeople’slivinglevel?WhataretheChinesecompanies’differencesintechnologyupdate?Allthesequestionsabovearemyinvestigateissuesinmystudy.4.0ReasonsandRelationsoftheIssuestotheTopicAlltheinformationwhichIhaveinvestigatedisaboutmarketing.TheissuesIhaveinvestigatedarethesubjects,whicharerelatedtothetopic,andtotheunitsthatIhavelearntaspartofHNDinBusiness.Thatisagoodwaytocheckuptheknowledgethatwelearntisrelatedtothepracticeincompany.Factorsthatinfluencemarketingdecisionsplaysacrucialroleinthemarketingexpansionprocess.InthiswayIwanttogiveageneralideaofcurrentenvironmentofChinaecnomicandculturetoreaders.Andinthisindustry,Lianlongisalsorepresentative.LianlongasagloballeaderinthePCmarketLianlongdevelop,manufactureandmarketcutting-edge,reliable,high-qualityPCproductsandvalue-addedprofessionalservicesthatprovidecustomersaroundtheworldwithsmarterwaystobeproductiveandcompetitive.5.0CoveredaspartofthegroupawardSeveralsubjectsareinvolvedinmystudy.OneofthebiggestandwhoseknowledgerelatestomostsubjectisBusinessCultureandStrategy:SPELTAnalysis.Withsomanyfactors,managementrequiressomeformfosystemtoclassifythem.Thereareanumberofclassificationmethods,buteachrankstheforcesaccordingtotheimpactupontheorganizationandthelikelihoodofoccurrence.Thesubjectmarketing,Iwillanalyzesalepromotion.Theuseofthesetoolsinthefollowing:advertising,salespromotion,directmarketingandsoon.AnothersubjectisEconomics1:MicroandMacroTheoryandApplication.IwouldinvestigatetheChineseinvestmentpolicies,andtrytounderstandthedetailedinferencesofChineseGDP,economiclevelandunemploymentrate.Suchthingsareallcorrelativeinthissubject.6.0JustificationforchoiceofbusinessesLianlongisaninnovative,internationaltechnologycompanyformedasaresultoftheacquisitionbytheLianlongGroupoftheIBMPersonalComputingDivision.AsagloballeaderinthePCmarket,Lianlongdevelop,manufactureandmarketcutting-edge,reliable,high-qualityPCproductsandvalue-addedprofessionalservicesthatprovidecustomersaroundtheworldwithsmarterwaystobeproductiveandcompetitive.Lianlongbasetheirsuccessontheircustomersachievingtheirgoals:productivityinbusinessandenhancementofpersonallife.7.0Lianlong'saccesstoinformationofmethod

PrimaryAprimarysourceisfirsthandevidence.Itwasthereatthetimeofanevent.Itiscontemporarytotheperiodbeingstudied.Examplesofprimarysourcesarespeeches,letters,songs,legislation,courtdecisions,journals/diaries,interviews,artifacts,autobiographies,andphotographs.

SecondaryAsecondarysourceisasecondhandaccountaboutpeople,events,topicsorplacesthatisbasedonwhatsomeotherwriterhasexperienced.Goodexamplesofsecondarysourcesarebooks,newspapers,pamphlets,encyclopediasandothermaterialsinwhichinformationhasbeengatheredforme.Theoriginalmaterialofapersoniscalledaprimarysource.8.0Explanationoftheinvestigationmethods

TurntotheinternetandbooksforsecondaryinformationAtfirst,IwillsurftheInternetandreadsomerelatedbooksforthesecondarysources.ItiseasierandconvenienttogettherealinformationfromtheauthorityInternet.Factsaswellastheoriespresentedinbooksarehighlyvaluablefortheanalysisofissuesinvestigatedbecausenoteveryissuecanbestudiedbyanalyzingprimarysourceofinformation.VisitthecompanyinpersonThenIwillvisitthecompanyinperson,sothatithelpstoformatrueandreliableimage,deepeningtheunderstandingofthesituationofthecompanyandpreventinappropriateissuesfrombeinginvestigated.Itisagoodwaytocollectsomerealflowofthecompany’soperation.InterviewthegeneralmanagerManagingthewholecompany,thegeneralmanagerisawareofeveryaspectofthecompanyandisthebestmantotalkwithconcerningtheoperationanddevelopmentofthecompany.Togetthefirsthandprimaryresource,Iplantohaveasemi-structuredinterviewwiththegeneralmanager.Holdingasemi-structuredinterview,IcanfocusonissuesIconcernedandmyintervieweesareguidedbypreparedquestions,statingtheiropinionsfreely.

ConductthequestionnaireAccordingtotheamountofquestionnaire,wecanmakeaconclusion,sothatwecanknowtheconsumer’sappraiseaboutthecompany.9.0EvaluationofLianlong'sstandard9.1Analyzethe4PtheoriesofPhilipKotlerwhichhavebeenaffectedtheLianlongDiscusstheselectionofsuitableproducttomeetdomesticcustomerneedsevaluatethepricingstrategytobeusedintheforeignmarketEvaluatethesuitablemixofpromotionaltoolsthatcouldbeusedininternationalmarkets.Indicatetheplacechoice9.2genericstrategies–MichaelPorterTheyoutlinethethreemainstrategicoptionsopentoorganizationsthatwishtoachieveacompetitiveadvantage(cost,leadership,differentiationandfocus).Lianlongsuccessfullyusedifferentiationstrategythatprovidesdifferentiationgoodsandservicestocustomers.Section2:Planning1.0TimescalesforconductingtheinvestigationDurationActivityResourcesneededJan22nd-Jan23rdCollectrelativedataandinformation.onlineinformationandbooksJan24th-Jan26thAnalyzeElectronicsindustrysituationinCrmationfromonlineJan27th-Jan28thCollectrelativedataandinformation.onlineinformationFeb13rd-Feb18thexamplethesestrategyhowtoeffectbusinessbehavioronlineinformationFeb19th-Feb20thCollectrelativedataandinformation.onlineinformationFeb21st-Feb22ndInvestigatepromotionmethodsandinvestigatePlacingrmationfromonlineandcompanyFeb24st-Feb25thDrawinterviewquestions.Feb26th-Feb27thInterviewthesalespeople.InterviewscriptFeb28th-Feb29thobtainfinancialreportingandsalesfiguresonlineinformationandcompanyMar1th-May2ndEvaluatebusinessstrategyGenericStrategies-MichaelPorterandMarketingResearchTheoryMar3rd-Mar7thInvestigatethesituationofcustomersquestionnaireMar8th-Mar9thstatetheresultsofinvestigationAboveresourcesMar10th-Mar16thAstatementofconclusion.Mar16th-Feb23thMakingthefirstdraftofthereport.Mar24th-Mar29t