A marketing strategy research for promoting multistage centrifugal pump in industrial boiler market - take G Pump Corporation for example

• Main Authors: Hsiao, Chung-Chen, 蕭忠成
• Other Authors: 洪德俊
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/02229312849751441291

碩士 === 國立中央大學 === 企業管理學系在職專班 === 102 === Pump is a kind of fluid machinery.The first appeared pump was about 300 BC, Archimedes invented a pump called the Archimedes screw pumps. Pump is an important device in the traditional industry,like the heart to the body's function, blood is sent to the various organs of the body as a whole. The main purpose is to convert the mechanical energy into the fluid energy. Pump is a very important device in the boiler feed water system, primarily pumping the treated softened water into the high-pressure boilers. Then through the burner to heat the water into the steam in the boiler,and then distributed to various industrial processes as heating.In view of Taiwan's boiler industry is a mature industry, but the pump’s sales revenues are declining in my company, resulted from the increase in market competitors, the reducduction of industrial boilers in domestic market and the part of the boiler manufacturers have migrated to China. There is little patent protection due to the matured pump industry, resulting in the increasing prevalence of copy cats and caused the low-cost competition. For this reason, I have chosen the sales strategies of industrial processes applications in boiler feed water pump for this research topic. Michael Porter,Harvard professor has proposed three comprtitive strategies,cost leadership,differentiation and focus strategy.He also mentioned there are five competitive forces in an industry. Because my company has faced the severe competition,I decided to use these three strategies and five forces analysis,emphasizing on brand, advertising, design,service,quality differentiation and innovation. Hopefully, we can maintain a sustainable competitive advantage in the boiler industry, and validate the use of focus cost leadership and focus differentiation strategies can succeed in this market segment. In this study, mainly focus on the competition issue I have been facing in my current work, I hope use the knowledges I have learned in the 2 years to make a practice to verify the theory to practical by writing the thesis, and to make a beneficial suggestions for my company. The research method I used is the case study method, by means of the reply of customer’s questionnaire to analyze and understand the customer's purchasing behavior. Furthermore, we adopted the in-depth interviews with senior executives of the boiler customers to learn more about successful marketing strategies and business critical success factors.