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摘要：This paper has provided a strategic approach of Ricoh in the world, especially for its marketing and R&D department. All in all, the new strategy associated with the company proposed in this essay, should focus the most on "quality of its products" and the "speed and flexibility" to cope with different situations to some extent, which can also be reflected from the key performance indicators.

Strategic Marketing Approach for Ricoh Asia Industry Ltd.

Executive Summary
This paper will focus on evaluating the performance of Ricoh Asia Industry Ltd. in order to provide guidelines for Ricoh to develop an effective evaluation mode that complies with its principles of corporate policies. Generally, it will take operational and strategic responsibility for the running of sales function within Ricoh.

Table of Content

1. Company Background
2. Factors Lead to Changes
2.1 Internal Factors
2.2 External Factors 3. Source of Opportunity for Strategic Advantages
3.1 Services/Products
3.2 Quality
3.3 Volume 4. strategy Formation
4.1.1 Opportunities for Good Well-Being Treatment
4.1.2 Reward and Recognition for Employees
4.1.3 Training and Authentication Process
5. Strategic Tension
6. Content of Strategy
6.1 Purchasing Behavior of Consumers with Demographic and Psychological Variables with Differences and Similarities 6.2 Psychological Variables
6.3 Decision Making Model
6.4 Operation Management
6.5 Supply Chain Management
7. Implementation of Strategy
7.1 HR Adjustment
7.2 Evaluation Mode
7.3 To better understanding the demographic variables of target markets
7.4 Master the psychological variables in purchasing behaviour
7.5 Create new decision models
7.6 Quality
7.7 Speed 7.8 Dependability
7.8.1 Flexibility
7.8.2 Cost
8. Conclusion
9. Reference

1.Company Background
Ricoh Asia Industry Ltd. is one joint venture of Japanese Ricoh Company Ltd. in China, which was established in 1991 to produce copiers and laser printers for customers’ business activities. Since the company has put itself into operation, the production and size of this organization have increased significantly to position Ricoh in a competitive way, which leaded the company to a core place of copiers designing, producing and selling market.

2.Factors Lead to Changes
2.1 Internal Factors
Considering Ricoh’s current human resource (HR) policies, equal employment opportunity and treatment is the principle of implementing other HR regulations; additionally, a five-day working week, annual leave, all kinds of legal holidays, four pensions and commercial insurance have been carried out for the employees. According to the company’s previous appraisal system, basic salary for manufacturing staffs is RMB900 per month. However, as mentioned in the new evaluation pattern, only if the employees get grade A, which is such a great challenge for them, the basic salary will be offered in the initial level. Accordingly, as reported by Nanfang Dushi Daily on 27th December 2007, more than 1000 employees of this company struck for a better evaluation system.

Moreover, Ricoh Asia Industry Ltd. is a global corporation that makes contributions to customers for improving their productivity and knowledge creation; the company insists on the principle of treating employees fairly and also requires high qualifications of Ricoh people. The future strategic planning has been expected to bring in an appropriate assessment mechanism that is acceptable and convincing in retaining talents.

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