Marketing Strategy Of C+C Landking Landscaping Co. Ltd. In The Chinese Market

This paper offers an in-depth analysis of Beijing C+C Landking's marketing strategy in Beijing. C+C Landking is a joint venture with a specialty in landscaping including designing as well as project construction and implementation. The author suggests that C+C Landking adopt "Judo strategy" for long-term development and expansion in the competitive environment. The fundamental principles of "Judo strategy" are (1) capitalizing on one's managerial flexibility to be an efficient and quiet market player, (2) securing a foothold through tentatively collaborating with powerful competitors, and (3) leveraging competitors' resources for one's own growth. The author starts by examining the firm's external and internal environment and then argues that C+C Landking should target those customers in demand for "fine landscaping" service. Along this line, the author suggests that C+C Landking should emphasize differentiation, advanced technical support and internationalization in positioning its product/services. In actual marketing activities, the author stresses that building and maintaining good relationship with customers should be of great importance for C+C Landking. Data supporting this report were collected in the process in which the author tried to figure out a business strategy for C+C Landking in the capacity of general manager.