Marketing Strategy Analysis
Table of Content
1. Introduction 1
2. Marketing Mix Analysis 1
2.1 Aspects of Marketing Mix 1
2.2 Marketing Mix of TCL 3
3. Segmentation and Position Analysis 5
3.1 Segmentation of TCL’s Marketing Strategy 5
3.2 Position of TCL’s Marketing Strategy 5
4. Evaluation of TCL’s Marketing Strategy 6
5. Conclusion 6
Bibliography 6

1. Introduction
Nowadays world economy is developing in a trend of globalization, digitalization, and internationalization with business competition. New economy featured by Internet, knowledge economy, high technology and customers' need satisfaction orientated is flourishing. Mobile phone is one of the fastest developing industries in China. There were only foreign brands in China until 1999. In this very year, some Chinese enterprises began to enter into this field and got 2.9% market share. After that, domestic mobile phone manufacturers developed fast, and as a result, their market shares began to soar amazingly. In 2000 their shares rose up to 7.9%, in 2001 to 13.93%, in 2002 up to 30% and in 2003 up to 54.7% (data from Information Industry Ministry of China, 2004). Among these domestic manufacturers, TCL took the lion's share all the time. Peter F. Drucker (qtd in Guo, 1999) points out those modern enterprises have two most paramount functions:  innovation and marketing.  英语论文网 【http://www.51lunwen.org】"Marketing strategies," Lu Taihong (2003:51) said, "are the magic weapon of TCL mobile's success into the mobile phone industry." TCL owes its success to their marketing strategies.

字数：2000
MODULE TITLE: Marketing in Action
MODULE CODE: MBSP0242
Referred/Deferred Coursework Assignment Details.
Taking both a product and a service of your choice you are to identify the elements of the marketing mix that are addressed in:
a)  A newspaper advertisement for both the product and the service
b)  A Press Announcement associated with the company that produces/supplies the product and service.

You are then required to research how the markets within which the product and service are provided are segmented and how the evidence you have found positions the product/service within any or all of the segments identified.

Finally, you are asked to comment on the effectiveness (or perceived effectiveness) of the advertisement and press announcement in satisfying the needs of the segments identified.

To be submitted by 8月1日 via recorded delivery to:-（初稿请在7月25日前给我，我让我的师兄帮助检查）
WORD LIMIT: 2000 words