Title:
Study on the Marketing Strategy of PEAK’s “TJ” Series Products
Author:
Liu Yiwen
Advisor:
Dr. Liao Zhigao
Degree:
International Business Management
Major:
Master of Business Administration
Faculty:
บัณฑิตวิทยาลัย (Graduate School)
Academic year:
2566 (2023)
Published:
The 16th National and International Academic Conference “Digital Transformation and Sustainable Innovation: Strategies for a Sustainable Future” 31 October – 1 November 2023 pp.566-577 PDF https://mba.siam.edu/proceedings16/
Abstract
The Peak, founded in 1989 in Quanzhou, Fujian, specializes in sports footwear, apparel, and accessories. It is a renowned and long-established Chinese sports brand. This paper aimed to study on the marketing strategy of Peak’s “TJ” series products.The research objectives of this paper were: 1) To analyze the marketing status of the PEAK “TJ” series products and 2) To provide practical suggestions for the problems in the marketing strategy of the PEAK “TJ” series products based on 4P theory. The research object of this paper is the PEAK “TJ” series products, based on the 4P’S theory and adopted documentary research methods to study the current marketing strategy of the PEAK “TJ” series products.
Through the documentary research method, this paper found that: 1) There are four issues with the current status of the PEAK “TJ” series products, product quality and appearance need to be improved, there is a mismatch between brand image and price, distribution channels are overly single-minded, and promotion methods are not comprehensive enough. 2) Peak “TJ” should improve the overall quality of the product, differentiate pricing strategy, expand sales channels, and expand promotion methods.
Keywords: PEAK “TJ” series products, 4P’S, Marketing Strategy