A Study On Marketing Strategy In Hunan Chifeng Agrochemical Company Limited

Pesticides, the important materials for agricultural production and disaster relief, have been widely applied in modern agriculture from pre-production till post-production. In 1990's China had reduced the control of pesticide gradually, and the operation has been fully opened to the market, the quantity of the pesticide manufacturers and the output have being increased continuously, the competition come to be more intense as well, especially in recently years, the pesticide industry went into a new period of industry restructure and product mix adjustment. Pesticide manufacturers face to a new critical challenge. Thus, the marketing strategy gets a popular focus. As the thesis's background, Hunan Chifeng Agrochemical Co. Ltd., as a middle sized key manufacturer in this industry, is typical in this area, so the study on the marketing strategy in this company has a general significance in the field. With the objective of formulating the marketing strategy of Chifeng Co. Ltd., the thesis, depending on sufficient collection of documents and analysis of internal data, focuses on analyzing the macro-scope environment, industry competition and internal circumstance following the foundational theory and method of marketing management, displays the character in pesticide market, and confirms the strengths and sweats, opportunities and threatens of Chifeng Company also well. Based on the internal and external environment status of Chifeng Co., the thesis finally focuses on preliminary exploration of marketing strategies under the disadvantage internal and external environment, to enhance the competitive capability, by fully using the opportunities and strengths, avoiding threatens and sweats, and put forward the marketing strategies involving in product, price, channel, promotion, marketing team building, and inventory management, with the wish to put a positive effect on Chifeng's future development.