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10 Executive Summary This marketing plan that is being developed for TCL Computer Technology Co Ltd is meant to distribute RUIXING series personal computers at 2004 How to get competitive advantages How to distribute a kind of new products and get the largest market share How to establish brand awareness This marketing plan will solve these problems that must be faced by modern marketers TCL can get benefits from well handle these problems and RUIXING series personal computers should be distributed successfully In this marketing plan we will analysis the situation first and then we will analysis the strengths weaknesses opportunities and threats Base on above analysis result we will set the financial and marketing objects of RUIXING series personal computers for 2004 According these objectives we will push product pricing placing and promotion strategies But every rose has its thorn We must regarding costs time competitors and contingencies when we operate the 4P strategies In short the RUIXING series personal computers should get well performances TCL Computer Company should increase its market share establish brand awareness a higher level of customer satisfaction and other benefits 20 Corporate Background TCL Computer Technology Co Ltd has been established at May 1998 Its major businesses are research design produce and distribute computers and other digital products The production center of TCL can produce 1 million computers per year since 1999 Its distribution channels around all of China that include 1241 chain stores main department stores and online directly sell More than 100 main agents of China Great Wall Computer Shenzhen Co Ltd have been purchased by TCL Internet Source 1 The outputs and sales of TCL computers have been increased ten times from 1998 to 1999 The sales of TCL computers have been increased 106 percent from 2001 to 2002 At the same time the sales of TCL computers were more than 1 million
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