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Marketing of Changhong in China Section 1 Customer Analysis A Segments 1 Color TV Pure flat serial Super flat serial Flat square serial Comments Largest segment dairy products segmented by regional needsfunctional Offeringsentertainment accelerating growth 2 Projection TV Comments Second largest segment technical offerings Middle-classs favourites high growth rate in urban areas 3 LCDS PDP TV Comments Potential high technical supports and luxury appliance 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 eg replace CRT-TV for an update 3 LCD PDP TV Fashion objectification C Unmet Needs Lack of intercommunication and interaction It does not respond like a personal computer Section 2 Competitor Analysis A Competitor Identification Most directly competitive 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 1Domestic well-known TCL corp 1409 brands from national huge producers Konka corp 1286 Haixing corp 984 Xiahua corp 888 Haier Group 6 88 Chuanwei corp 789 2Import premium products Sony 1049 Mainly from Japan Panasonic 32 South Korea LG
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