National University of Modern Languages

Marketing Project Report

Supervised By: Sir Hasnain Ali

Submitted By:
Bilal Ahmed
M. Saad
Mehdi Raza
Samama Ahsan
Shahbaz Sheikh

1
2
Abstract:
This project was assigned by Sir Hasnain Ali. We visited
“TCL” and had a detailed discussion with the Sales manager
Muhammad Tahir. He explains to us the values and about the
marketing strategies of “TCL”

3
 VISION
To be the global leading company
with intelligent technology.
MISSION
Making Life Intelligent with
Innovative Technology

4
 Introduction:
TCL Electronics is one of the leading players in the global TV
industry, engaged in the R&D, manufacturing, and distribution of
consumer electronic products. Founded in 1981, 2021 marks TCL’s
40th year where it now employs over 82,000 people and has a global
presence in more than 160 countries. Although It is Headquartered in
China. It is one of the leading manufacturers of LED TV globally and
holds a significant competitive advantage due to owning its own
Panel Manufacturing Plant. TCL has grown to become the second-
largest manufacturer of TVs globally and the No.1 TV Brand in
Pakistan.

Type Public

Industry Consumer Electronics, Home

Appliances
Founded 1981; 41 years ago (as TTK)
1985 (as TCL Technology)
5
Founder Li Dongsheng

Headquarters Huizhou, Guangdong, China

Area served Worldwide

Key people Li Dongsheng (CEO)

Products Television sets, smartphones,

mobile phones, air
conditioning, washing
machines, refrigerators
Website www.tcl.com

Details

Operational Overview:

TCL is organized into five business divisions

6
  Multimedia: TV sets
 Communications: mobile phones and MIFI devices
 Home Appliances: AC units and laundry machines
 Home Electronics / Consumer Electronics: ODM
products, like DVDs, etc.
 Semiconductor Display and Materials
In addition, it has four affiliated business areas covering real
estate and investment, logistics services, online education
services, and finance.
In 2021, TCL has 28 research and development (R&D)
organizations, 10 joint laboratories, and 22 manufacturing
bases.[34] TCL Corporation also has its own research facility
called TCL Corporate Research, which is located in
Shenzhen, with the objective to research cutting-edge
technology innovations for other subsidiaries.

What type of work environment does “TCL” prefer?

We believe that our employee should not work because of
management’s order but he should work hundred percent by
his heart.

7
What kind of strategies does “TCL” use for customer
satisfaction?
At the time of manufacturing a product, our priority is the
need of customers and through this, in a couple of decades,
we became the champion of customer satisfaction. If your
product is good your customer will be satisfied.

 On which basis does “TCL” do market segmentation?

“TCL” does not believe in market segmentation. Our goal is
to provide the best product to everyone.

 What marketing means are used by “TCL”?

“TCL” used every type of modern marketing channel.
Although our focus is on digital marketing.

 What is the “TCL” strategy for being better than its

competitors?
TCL believes that its product is its main power if your product
is good and reliable then you will be successful.
 What does “TCL” think about who is its main
competitor?
“TCL” does not recognize anyone as its competitor. “TCL”
does not want to compete with anybody it wants that other
company to compete with “TCL”

Conclusion:

8
“TCL” is one of the leading players in the global electronic
appliances industry focusing on providing quality products to
its customers.