LeggettεPlatt (Chengdu) Co., -Ltd Marketing Strategy Analyzing

Policy of reform and opening to the outside world of China has greatly changed China's economic feature and also changed China's international image, A brand-new China has drawn more and more world's attention with its vigorous, healthy and safe economy. Now, China has become a focus of global economy growth, and also become a business battlefield where the large MNCS try to win.In 2002, American Leggett Platt INC landed in Chengdu, and tried to occupy the bedding spring unit market of west China, now, two year passed, LeggettePlatt (Chengdu) Co., -Ltd ( LPCD ) is experiencing the situation of difficult operation; unpleasant performance and balky sales. If the difficult situation to LPCD wants to be changed as soon as possible and LPCD wants to be led to a healthy and bright future, Though researching and data analysis, I think that it is necessary to design a complete set of marketing strategy for LPCD so that we can win in future's competition. That is the theme of this paper.Based on taking the development of bedding spring unit ( BSU ) in Sichuan and Chongqiing as a masterstroke, using national and international advanced marketing theory as a guidance and taking the normative structure of marketing theory as an analysis tool. There are 5 aspects which will be expatiated and demonstrated as follows: brief introduction to LPCD; outside opportunity and threat; internal advantages and weakness; target market; competition strategy, etc, in this paper.The first aspect gives us the brief introduction and the present situationto LPCD. It points out that if we want to change the present difficult situation, we must make a complete marketing strategy for LPCD urgently.The second aspect is talking about the development situation of BSU and soft furniture industry, especially the competition situation of BSU in Sichuan and Chongqing. It points out that if LPCD wants to exert its current and potential advantages adequately and to occupy the advantaged situation in competition, LPCD should compete with its current and potential competitors in the fields of size, quality, cost, efficiency, Just in time and the concern of customer's safety and health, etc. only by this way, LPCD can get more and more achievements in market competition..The third aspect analyzes the internal advantages and weakness, outside opportunities and threat with SWOT analysis tool. It points out that if LPCD can change weakness into advantages, convert outside threat into opportunities, make use of present and potential advantages, adopt difference and JIT strategy with paying attention to controlling cost so that LPCD can realize difference of product, quality, marketing and services, and also carry out JIT of production and delivery, keep and create its advantages in competition, LPCD will overcome the present difficulties.The following aspect is about how LPCD searches for its target market, and how to enter into and win the market after setting up the target market. It points out that it is ideal choice for LPCD to make long term contracts for production between LPCD and customers.The last aspect is about how to make a complete plan for LPCD's product, price, channel and sales promotion with 4P analysis tool. It points out that it is the best way that LPCD should popularize healthy, high-quality and commonly used BSU, and adopt direct sales to customers by customervisit and sales promotion and with the help of advertisement and public relationship, etc. and also provide the value added and maximum satisfaction to current and potential customers, strengthen communication, provide high-quality product and perfection service, etc, by these ways, we believe that LPCD will and must inspire customers with purchase desire, increase and enlarge its sales amount and set up a good image for industry and society, and LPCD will and must win a healthy and bright future in a not long time.