I Marketing Tactics for Extension of European Style Washing Machine BY Gang Wang (P. R. CHINA) This paper was submitted in partial fulfilment of the requirements for the Master of Business Administration (MBA) degree at the Maastricht School of Management (MSM), Maastricht, the Netherlands，March 2004. Maastricht School of Management P.O. Box 1203 6201 BE Maastricht The Netherlands March 4, 2004 II Declaration I hereby declare that the submission is my own work and that, to the best of my knowledge and belief, it contains no materials previously published or written by other person nor material which a substantial extent has been accepted for the award of any other degree or diploma of the university or other institute of higher learning, except where due acknowledgement has been made in the text. Signature NameGang Wang DateSeptember 20, 2003 Acknowledgement First of all, I should show my appreciation to SDIBC, all concerned professors from MSM and NJU, especially my supervisor Prof. Pengde Tao, second readers Prof. Weixin Huang, Prof. Ning Mao and Prof. Dongtao Yang for their valuable instructions. Then I think assistance from Marketing Department of Wuxi Little Swan Co., Ltd. is a necessary condition for my research. Finally I also want to thank my friends Peter and Cindy for their kind support. III Contents Chapter 1Tactics for research paper1 §1Introduction §2Literature review Chapter 2Current situation of Greaten European style washing machine6 §1 Introduction ofChinese washing machine industry §1.1Life cycle of washing machine §1.2Current situation in washing machine market §1.3Analysis of main players in washing machine industry §1.4The latest changes in washing machine market §2Introduction of Greaten §3Introduction of Greaten European style washing machine §3.1Review of development of Greaten European style washing machine §3.2Main series and types of Greaten European style washing machine §3.3Sales result of Greaten European style washing machine §4 Current problems faced by Greaten European style washing machine Chapter 3Corporate orientation and Porter’s 5 forces analysis 18 §1The 10th Five-year Development Plan and current strategy of Greaten §2Market attraction analysis of European style washing machine §2.1History of China European style washing machine §2.2Current situation in European style washing machine market §2.3Position analysis of Greaten product portfolio §3Industry analysis by Porter’s 5 forces model §3.1Current competitors §3.2Buyers §3.3Substitute §3.4Potential new entrants §3.5Suppliers §3.6Conclusions from 5-force analysis IV Chapter 4Scheme of product structure29 Chapter 5Brand analysis31 §1Current market positioning for different Greaten product lines §2Understanding current Greaten brand §3 New brand exploitation and brand extension Chapter 6Technology analysis37 §1Production capacity & actual output of washing machine industry §2The most desired functions and designs in customers’ minds §3Main technologic trends of European style washing machine Chapter 7Conclusions and suggestions 39 References Appendix