Study Of Marketing Strategy For Xingtai Tractor Factory

Xing Tai Tractor Manufactory was established in 1968, which is one of the earliest tractor manufactories in our country as a state-owned enterprise. The leading product of the manufactory is "Xing Tai Brand" 12-25 horsepower series of tractor. This product adopts upright diesel engine and direct gear driving, which can be only produced in our manufactory all over the country. Through the development of more than 30 years, its annual throughput has reached 50,000 sets.This thesis systemically studies the marketing strategy of Xing Tai Tractor Manufactory. Firstly, it gives a systemic and general analysis on the external environment faced by the marketing activities in this enterprise from such aspects as supplier, middleman, consumer, competitor, politics and law, social culture, economy, technology and industry environment,and finds out the opportunities that may benefit the marketing activities, and the threats that should be avoided. Secondly, it gives a deep and detailed analysis on the internal conditions of the marketing activities from such status as resource, finance, management and human resources of the enterprise, and ensures the strengths and weakness existing in the marketing activities. Thirdly, it utilizes EFE matrix, IFE matrix and SWOT matrix to match and evaluate the opportunities, threats, strengths, and weaknesses in the critical internal and external environment, and raises eight alternate marketing strategy projects, which can be adopted by the enterprise. Finally, by using QSPM method, it ensures the comprehensive marketing strategy project which gives priority to challenger strategy with cost in the leading position and flank attack strategy with difference.