《A Study on the Marketing Strategy Transformation of YOFC Under the Background of Globalization》

Dear Expert,

This survey is part of an undergraduate thesis that investigates how Yangtze Optical Fibre and Cable (YOFC) has transformed its marketing strategy under globalization. Your answers will be strictly anonymous and only used in aggregate form. No commercial use.

Estimated time: 7 minutes.

Thank you for your expertise!
Part A Screening & Profile
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1. Which of the following best describes your organisation? (single choice)
Telecom operator
Cloud/OTT/IDC
System integrator/EPC
Distributor/Agent
Government/Regulator
R＆D/Consultancy/Association
Other
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2. Your current role? (single choice)
Procurement/Supply-chain
Network planning/Technical decision
Project execution
Sales/Marketing
Consultant/Analyst
Other
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3. Region you are based in (YOFC annual report regions)
China
APAC ex-China
North America
Latin America
Europe
Middle East ＆ Africa
Other
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4. Over the past 10 years, your organisation’s business relationship with YOFC: (single choice)
Continuous cooperation
Co-operated but exited
New client (≤3 years)
Under evaluation
Never co-operated
Part B Changes in Global Customer Composition
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5. In your perception, how has YOFC’s customer structure in each region CHANGED during the past decade? (1=No change, 5= Dramatic change)
12345
China
China
APAC ex-China
APAC ex-China
North America
North America
Europe
Europe
Latin America
Latin America
Middle East ＆ Africa
Middle East ＆ Africa
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6. Which TWO customer segments do you think have grown FASTEST in YOFC’s global sales? (max 2)[Choose at most 2 items]
Incumbent national carriers
Alternative/wholesale carriers
Cloud/OTT/hyperscale data centres
Government/utility networks
Local FTTx/ISP operators
Private fibre network investors
Part C Strategic Awareness, Value Perception & Purchasing Drivers
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7. Your perception intensity of the following marketing strategy change measures of YOFC. (1=Strongly disagree, 5=Strongly agree)
Transform from a single product supplier to a comprehensive solution provider of "fiber+services"
Establish overseas subsidiaries and local marketing teams
Promote the integrated marketing plan of "product+engineering+technical support"
Launch joint research and customized solutions for large-scale customers
Strengthen the construction of digital marketing platforms and online customer interaction capabilities
Introduce flexible business models (such as financial leasing, long-term agreement pricing)
Make ESG/carbon footprint one of the core marketing appeals
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8. When your organisation purchases fibre/fibre-optic cable, please pick the TOP THREE drivers (rank 1=most important).[Choose at most 3 items and sort them]
  • Unit price
  • Lead-time
  • Technical performance (loss, capacity, etc.)
  • Brand/reliability
  • Local technical service
  • Commercial/financing terms
  • Supply-chain security/geopolitics
  • ESG/carbon footprint
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9. Compared with 5 years ago, please rate the extent of YOFC’s marketing strategy adaptations in your key region. (1=No adaptation, 5=Extensive adaptation)
12345
Product specifications (fibre type, count, sheath)
Product specifications (fibre type, count, sheath)
Logistics/packaging (anti-salt, drum-less, etc.)
Logistics/packaging (anti-salt, drum-less, etc.)
Language ＆ certification of technical support
Language ＆ certification of technical support
Price/financing flexibility
Price/financing flexibility
Localization of Marketing Materials and Brand Communication
Localization of Marketing Materials and Brand Communication
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10. If you have interacted with YOFC technical support, please rate: (1=Very dissatisfied, 5=Very satisfied)
12345
Response speed
Response speed
Local language/time-zone coverage
Local language/time-zone coverage
Depth of problem solving
Depth of problem solving
Training/knowledge transfer
Training/knowledge transfer
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11. Relative to other mainstream suppliers (Corning, Prysmian, HTGD, etc.), how does YOFC perform on the following VALUE items?
Much worseWorseSameBetterMuch better
Product innovation speed
Product innovation speed
Global delivery consistency
Global delivery consistency
Local service depth
Local service depth
Commercial/financing flexibility
Commercial/financing flexibility
Brand trust ＆ compliance certification
Brand trust ＆ compliance certification
Part D New Forms of Value Created
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12. Please evaluate the VALUE actually delivered to your organisation thanks to YOFC’s marketing strategic changes. (1=No value, 5=Very high value)
Integrated solution marketing (not just products) reduces total cost of ownership (TCO)
Localization team and inventory shorten project delivery cycle
Joint R＆D/customization to enhance network performance and competitiveness
Flexible business terms alleviate financial pressure and risks
ESG/Carbon footprint marketing enhances Your Brand's social rsesponsibility irmage
Digital marketing platform enhances procurement communication efficiency
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13. Please choose the single form of YOFC marketing strategy to create maximum value for your company
Cost saving
Faster delivery
Leading technical performance
Risk mitigation
Brand/market endorsement
Other
Part E Comprehensive Evaluation
14.Please state in one sentence the specific initiative in YOFC's marketing strategy transformation that impressed you most (no more than 30 words).
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15. Overall, how would you grade the success of YOFC's marketing strategy transformation? 
Not successful
Very successful
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