https://www.mdu.se/

Date: 2008-06-08

Program: International Marketing

Course: Master thesis in International Marketing (EF0705)

Author: Xiongyu Zeng (780925) Yang Du (820830)

Tutor: Jan Löwstedt

Title: A Study of Marketing Strategy in Chinese Software Market – A Case Study of UFIDA Software Co., Ltd

Strategic Question : What should be an Effective Marketing Strategy for UFIDA in order to Increase its Market Shares and Support its Market Leadership Position?

Purpose: The purpose of this study is to investigate and analyze the current Chinese financial management software market conditions as well as competitors and to utilize the knowledge from the investigation to consider a better application of marketing mix for UFIDA.

Theory and Method: Two theories, five forces and marketing mix, were applied in this thesis. The authors collected primary data by interview and questionnaire to learn company’s marketing operation and feedback of customers on the marketing mix. The authors also collected reliable secondary data with the guideline of five forces framework to learn the marketing situation. The analysis was conducted according to the selected theories and the collected data. Based on the analysis, the authors presented a relevant conclusion.

Target Audience: The target audience is the market managers of UFIDA. The researchers wish the result of the paper could bring some benefits for them in the market performance. UFIDA can make use of the research result to design an effective strategy. The authors believe that the research could provide a general guidance and bring benefit to marketers in similar fields and help them to learn competitive situation.

Conclusion: From the result of analysis, the authors think the market situation is good for UFIDA. UFIDA has competitive advantages to defend itself against the forces and influence them in its favor. As a consequence, in order to increase market share as well as support its leading position, UFIDA should maintain the existing competitive advantages and improve the disadvantages of marketing operation about marketing mix found from the feedbacks of customer. Through the analysis and recommendation, the authors wish that the investigation result could benefit to UFIDA and bring them some cues for designing an effective marketing strategy.