led行业英文论文.docx
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led行业英文论文.docx
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led行业英文论文
BUMKT5901
INDIVIDUALREPORT
By
XinyuZhou(Michael)
ID:
UB30049689
Datesubmitted:
03/01/2013
Excursivesummary
AfterLEDlightingbecomemaintrendinlightingdevelopment,‘Neo’LEDlightingcompany,asnewLEDlightingmanufacturer,shouldfindgoodmarketingstrategytofacechallengesfromglobalLEDmanufacturerscompetitors.’Neo’LEDlightingmarketerswillreinventbusinessexperiencestoexploremoredifferentmarkets.Undermarketingmix-6Psproducts,price,promotion,people,physicalevidenceandplace,‘Neo’LEDlightingmarketerswouldknowhowtohandleandupgradeitselfLEDproducts,soitwouldgetmoreorders.
Inordertogrowatarateconsistentwithsalesobjectives,‘Neo’LEDlightingmarketersaredesigningandmanaginghowtotakeupmoremarketsegmentation.Theportionnotsubscribedbyexistingattemptwillbeavailableforprospectivemarketsharefor‘Neo’LEDlighting.
Tableofcontents
1.0Introduction
1.1Industry
1.2Company
2.0productdescription
3.0Valueproposition
3.1Howdoestheproductdelivervalue?
3.2Howdoesthepricedelivervalue?
3.3Howdoestheplacedelivervalue?
3.4Howdoesthepromotiondelivervalue?
4.0Conclusion
5.0references
1.0Introduction
1.1Industry
1.2company
Theconsumerlightingindustryisacontinuousofnew-productinnovation.InrecentyeasnewtechnologyhasenabledtheconsumerlightingmanufacturertodevelopvariousnewLightingsource,inparticular,LEDlightingisgraduallybecomingnewcoreoflightingmarket.Infactitseemslikethereisanewlightingsourcelaunchedinlightingfieldwithhigh-brightness,low-energyconsumptionandlong-lifespan.LEDlighting,asnew-productmarket,hasappearedsoattractivethatmosttraditionallightingmanufacturershavebeentakingpartinthisnewcompetitionoflightingatthisstage,SuchasPHILIPandSIEMENSandsoon,allthesefamouselectricalcompaniesputmoreinvestmentintoresearchanddeveloprelativeLEDnewproductstotakepossessionofgloballightingmarket,becausemanylightingmarketersandlightingtechniciansrealizethatLEDlightingwillbecomemainlightingproductsinthefuture.
InlinewiththecharacteristicsofLEDlighting,InnovationofLEDlightinghadbeenexperiencedlong-termfordecreasingfinishedLEDlightingproducts.Comparewithtraditionallighting,LEDlightingstillhasonefataldisadvantage”expensive”,butLEDlightingownsfollowinggoodvalues:
1,luminescenceefficiency,LEDlightingworkingthroughbyhigh-effectivebrightnessprinciple,whichcouldletLEDlightingrunseffectively,anditalsoprotectuser’seyesight.
2,lesspowerconsumption:
Atpresent,generalAustraliafamilypay27centsper1KWforpower-supplycompany.Comparedwithtraditionallighting,LEDlightingonlyuse1/3electricalpowerasthesamepowerrateoftraditionallamp,whichmeansitmeans27centscangainalmost3KWbrightnesspower.
3,longservicelife:
generallyspeaking,LEDlightingcouldworkalmost10timesastraditionallighting.
4,securityreliability,ifLEDlightinghasgoodtransformer,itwouldkeepLEDlightingworkverysmoothly.
5,beneficialtotheenvironment,becauseLEDlightinguselessenergy,itwouldbebeneficialfordecreasingCarbonreleasingintoplanet.
6,Newstylist,LEDlightingasnewproducts,itcouldbedesigneddifferentcolorsandshapebycustomers’equites,itwillbemoretrueofmassconsumers.Red,greenandbluewhicheachcolordistinguish256colorsundercomputers,soLEDlightingcouldmixup256×256×256=16777216colors.
LEDlightinghasbeenabreakthroughproductcategoryasthetechnologyofLEDlightinghasimprovedtraditionallightingforendusers.Asnewproducts,LEDlightingalsopassthroughthesameprocessasthenewothers:
Inventedproducts
Originalproducts
Productsimprovements
Productsmodifications
Newbrand.
2.0productdescription
I,Asnewlightingproducts,LEDlightingalsofacecompetitionfromdifferentfield,becauseeverymanufacturersofLEDlightingpredictthatLEDlightingwillbebigmarketdemandwhateverinLEDrawmaterialorfinishedLEDlightingproducts.
Accordingtodevelopmentofrawmaterialortechnology,LEDlightingmanufacturersstillhavetopaymorefundsintoproducingLEDfinishedproduct.Somoreandmoreresearchersarestilllookingforcheapandeffectivechiptoreplaceofexpensive,anditisbeneficialfordecreasingpriceofLEDfinishedproducts.Meanwhile,largeLEDlightingcompanieswillcontinuetostrengthentheirpatentholdings,justastheydidthepastyears,suchasOsram,Samsung,andLGelectronicspatentwouldexpandtoothercompaniesin2012:
smallLEDlightingcompanieshavetopurchaselargeLEDcompanies’patentandproducefinishedLEDproducts,becausetheydonothavemuchcapabletoinvestLED.
BecauseLEDlightingisgoodlightingformassconsumersandenvironment,therefore,itwilltakeupmoreandmoremarketshare,andformingbiglightingcompetitionintheseyears.Meanwhile,LEDwillbeappliedindifferentlightingfieldbyitsownlightingcharacteristic:
ThepiechartillustratesthatLEDlightingisadoptedindifferentlightingfieldfrom2007to2013,itclearlyshowsthatLEDlightingisincreasingyearbyyearbyhugemarketdemand,allofLEDlightingcompanieswouldfaceseriouscompetitionbydifferentmarketshare:
LEDMarketGrowsto$14Billioninsizeby2013-LEDMarketisexpectedtogrowfrom$5billionin2007to$14billionby2013-LEDMarketforLarge-sizedLCDisexpectedtosharplygrowshowing135%CAGRintermsofrevenuefrom2007to2013.
Asformarketers,howtoleadthevalueofnewproductsintounpredictedmarketandovercomepotentialcompetitorsthatisreallybigchallengeinbusiness.Marketersandsalesdoesnotonlyknowtheirconsumers’buyingdecision,potentialmarketsdemand,butalsoestimatecompetitors’powerandinnovatedproductsthatdeliversuperiorvalueofLEDlightingtocurrentendusers,andgainmoremarketshareofLEDlightingfortheircompany.
When“Neo”LEDlightingcompanyfacesawiderangeoflightingcompetitors,itisgoodforprovidinggreatcustomervalueandsatisfactionthanitscompetitors.Thus,“Neo”LEDlightingmarketersmustdesignmorethansimplyadapttotheneedsoftargetconsumers.Theyoughttogetstrategicadvantagebypositioningtheirofferingsagainstcompetitors’offerings.Itisnotanysinglecompetitivemarketingstrategyisavailablefor“Neo”LEDlightingcompany,because“Neo”LEDlightingcompanyisnotdominantpositionsinLEDlightingindustry,therefore,itwillbemoreflexible,andabletoprovidepersonalizedservicesinawaythatlargeLEDlightingcompanycannotdo,evencouldallowingmarketersapplystrategiesthatgivethembetterratesofreturntopromote“Neo”LEDtablelampasmuchaspossible.
IIAnalyzingcurrentLEDmarketshare.DesigningcompetitivemarketingstrategieswiththoroughdemandinganalysiswouldbeavailableforpromotingfinishedLEDlightingproductsinlightingmarket.Marketingmix“4Ps”+“3Ps”isbasicprinciplefor“Neo”LEDlightingmarketerstoexpandmoreLEDlightingmarketshares.
3.0Valueproposition
3.1Howdoestheproductdelivervalue?
Product,Mostofnewconsumerproductswouldbefailedatdisturbingage,LEDlightinghadalsoexperiencedthesamestage,becauseitismanyreasonstocausesuchdilemmawhennewproductspushintomarketatfirststage,suchasfunctionofproductsdidnotworkverywell.Therefore,manyLEDlightingcompaniesareanxioustolearnhowtoimprovetheirnew-productssuccessbeforeglobalwell-knownlightingbrand,meanwhile,LEDlightingisnotuniquesuperiorproductandexclusivetouniquecompany,“Neo”LEDlightingmarketersneedtoimprovetheirsellingskillbymarketingstrategiesmix.
Once“Neo”LEDlightingcompanyhaddesignedaLEDtablelamptorespondtocustomerdesires,itneedstodetermineonotherpartsofthemarketingmix:
Products,price,place,promotion,physicalevidenceandpeople.Whenbuyersgointolightingshopanddecidestobuysomelamps,itwouldbemanyfactorstobeconcernedbythemselvesbackground,forexample,priceandqualityetc.TherearealargenumberofcompetingLEDlightinginshop.UnderthesesortsofcircumstancestheendbuyerscouldnotfeelconfidentsignificantlytodeterminesimilarLEDtablelampsinthesamelightingshop.Therefore,asprofessionalmarketer,itneedtodesignbestmarketingstrategytoleadbuyersbuy“Neo”LEDtablelamp.
3.2Howdoesthepeopledelivervalue?
People:
AfterassessingcurrentLEDlightingmarket,salesfinallyrealizethat“Neo”LEDlightingisnotwell-knownbrandasPHILPLEDlighting.Therefore,howcouldmarketersfindagoodcommercialstrategytopersuadeorleadenduserstopurchase“Neo”brandLEDlighting.Themarketersneedtoknowwhichendusersareinvolvedinthebuyingdecisionandwhatroleeachendusersplays.Identifyingthebuyingdecisionmakerinmanytransactionsisfairlyeasy,becausemostpeoplewhentheydecidetobuysomeitems,theyplayaserialofroles:
initiator-influencer-decider-buyer-user.Therefore,marketersneedtoidentifywhowouldplaythevariousrolesbecausethisinformationaffectsproductadvertisingandturnoverintargetmarket.Suchasif“Neo”LEDlightingmarketersfindthatparentsmakebuyingdecisionsfortheirchildrenstudying,itwilldirectmostofitsadvertisingforthese“quality”and“protectingeye-sight”modelsforparents.Evenif“Neo”LEDlightingtargetsitsadvertisingfor“protectingeye-sight”towardsparents,theadvertisingarelikelytoincludechildrenandotherswhomightinitiateorinfluencethebuyingdecision.So“Neo”lightingcompanywilldesignitsLEDlightingwit
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