Case Study

Case study- Sunvay Technologies Ltd

1. Introduction

Sunvay Technologies Ltd is a small manufacturing company with its head office in Beijing founded in 2007 and aimed at the commercial development of 3D display technologies for commercial and business purposes and provide services includes converting 2D to 3D technology.

While China's 3D industry has entered a peak period of development, a bottleneck in the supply of 3D talent has appeared (Lu Jungshang, 2012). To extent the market and develop firm itself is the strategy for Sunvay.

The article is going to analyze the situation of the business environment and marketing goals and strategies of Sunvay.

2. Situation Analysis

2.1 The External Environment

Competitive Pressures

3D industry has many challenges like several foreign firms have achieved many adept skills this industry in past years. These competitors aimed at larger marketing segmentation. And as the world famous digital manufacturer, they have already established their brand identity, and the quality in products and numerous patents. The strategy of Sunvay is moving into a new market for developing its businesses.

As Sunvay plans to move into North America, the competitor in this market like Samsung Electronics has launched 3D LED TVs. The company began a full marketing in North America and Europe markets in March. As the company launched the LED TV in 2009, Samsung Electronics has brought the LED as a new TV trend and further enhanced the brand power. Of TV makers, Samsung Electronics is the only one that added the LCD 3D TV to line-up through low to medium price premium strategy along with distributed 3D market pioneering (Displaybank Co., Ltd, 2012, ch. 5, p.23). However, Sunvay has the technology that viewers can enjoy 3D image at any distance without the need for glasses which competitors have not used.

Economic Environment

North America has the large and developed economy which benefits in stimulating job creation and creates opportunities for the...