《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
1. Which of the following best describes your organisation? (single choice)
2. Your current role? (single choice)
3. Region you are based in (YOFC annual report regions)
4. Over the past 10 years, your organisation’s business relationship with YOFC: (single choice)
Part B Changes in Global Customer Composition
5. In your perception, how has YOFC’s customer structure in each region CHANGED during the past decade? (1=No change, 5= Dramatic change)
  • 1
  • 2
  • 3
  • 4
  • 5
China
APAC ex-China
North America
Europe
Latin America
Middle East ＆ Africa
6. Which TWO customer segments do you think have grown FASTEST in YOFC’s global sales? (max 2)
Part C Strategic Awareness, Value Perception & Purchasing Drivers
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"
0
5
Establish overseas subsidiaries and local marketing teams
0
5
Promote the integrated marketing plan of "product+engineering+technical support"
0
5
Launch joint research and customized solutions for large-scale customers
0
5
Strengthen the construction of digital marketing platforms and online customer interaction capabilities
0
5
Introduce flexible business models (such as financial leasing, long-term agreement pricing)
0
5
Make ESG/carbon footprint one of the core marketing appeals
0
5
8. When your organisation purchases fibre/fibre-optic cable, please pick the TOP THREE drivers (rank 1=most important).
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)
  • 1
  • 2
  • 3
  • 4
  • 5
Product specifications (fibre type, count, sheath)
Logistics/packaging (anti-salt, drum-less, etc.)
Language ＆ certification of technical support
Price/financing flexibility
Localization of Marketing Materials and Brand Communication
10. If you have interacted with YOFC technical support, please rate: (1=Very dissatisfied, 5=Very satisfied)
  • 1
  • 2
  • 3
  • 4
  • 5
Response speed
Local language/time-zone coverage
Depth of problem solving
Training/knowledge transfer
11. Relative to other mainstream suppliers (Corning, Prysmian, HTGD, etc.), how does YOFC perform on the following VALUE items?
  • Much worse
  • Worse
  • Same
  • Better
  • Much better
Product innovation speed
Global delivery consistency
Local service depth
Commercial/financing flexibility
Brand trust ＆ compliance certification
Part D New Forms of Value Created
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)
0
5
Localization team and inventory shorten project delivery cycle
0
5
Joint R＆D/customization to enhance network performance and competitiveness
0
5
Flexible business terms alleviate financial pressure and risks
0
5
ESG/Carbon footprint marketing enhances Your Brand's social rsesponsibility irmage
0
5
Digital marketing platform enhances procurement communication efficiency
0
5
13. Please choose the single form of YOFC marketing strategy to create maximum value for your company
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).
15. Overall, how would you grade the success of YOFC's marketing strategy transformation? 
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