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Marketing Business Plan Essay

4599 words - 19 pages

1. Executive summaryThis is a market plan for the high-tech color TV, namely, Plasma-Display-Panel (PDP) TV of TCL Corporation. The purpose of this marketing plan is to plan for how to increase existing market share and profit. This will be done through more focus on existing market segments, marketing orientation approach and future strategies.This plan includes ten parts. They respectively are corporation background, situational audit, SWOT analysis, objectives, strategies, actions program, controls, contingency plans, and a short conclusion. To increase the market share and profit, TCL is advised to expand existing market segments and add new products with warranty to attract more ...view middle of the document...

TCL is currently expanding his brand color TV operations in Vietnam, India, and Germany. As a whole, TCL is ranked four in a rating for the China 100 prestigious Electronics & IT enterprises and TCL brand value in 2002 reached RMB 18.769 billion (http://www.tcl.com/english).3. Situational audit3.1 Market AnalysisThe demand for high-tech color TV in China is growing. Statistics from the State Information Industry Ministry shows that there were 350 million TV users in China in 2001(http://www.friedlnet.com). Statistics from the State Statistical Bureau released that the upper middle class constitutes around 100 million people and the new middle class constitutes around 200 million people in China. Those families with an annual income exceeding RMB 40,000 per annum, which gives a potential market for high-tech products (http://www.cei.gov.cn). Especially, PDP TVs has become a status symbol in China; this change of consumer intention gives the opportunities to the large screen TVs that provide an excellent market place. The expected purchase of large than 38 inch TVs is expected to be 11.7 percent in the coming five years (See Figure 1). Therefore, the advent of PDP TVs caters for the strong demand of consumers.Besides, urbanization, housing reform, and the increase in living space as well as the replacement demand should create an extra demand for about 20 million the high-tech TVs market (http://www.english.mediachina.net). In addition, the digital TV scheme slated for 2005 will bring new opportunities for the industry. China plans to have all analogue TVs replaced by digital ones by 2015, which will translate into a market of RMB 300 million (http://www.chinatrade.com).Figure 1 Consumers' s preferences changes in Purchasing color TVs(Source: http://www.e-brain.com)3. 2 Product analysisWhen China color TV industry entered the third period in the middle and the end of 1990s, the production technology had become the special focus to pursuit among the competitors. Undoubtedly, the technical revolution brings ideal products to the customers. Currently, China has an annual color TV production capacity of 40 million sets (http://www.welcom-to-china.com). Most of them are made based on the analog technology. They probably account for 87% of total color TV production capacity. By contrast, High-Definition TV such as PDP TV seems like an emergence to be preferred by the customers in the TV field.At present, the main 69 firms provide 132 kinds of TV sets to the market. However, there are only about 13 types of PDP TVs to be offered in China. The major brands are TCL, Haier, Changhong, Hisense, Konka etc.3. 3 Distribution analysisCompanies have to decide on the number of intermediaries to use at each channel level (Kotler, 2000, p496). Distribution network and reach are vital factors for the success of the brands in the TV sets market. The distribution structure of TV industry in China is undergoing broad but gradual change. However, market is always...

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