Research On ECI-Metro Marketing Strategy

Competition in engineering machinery market is becoming tougher and tougher, as a dealer of engineering machinery, in order to acquire market competitiveness to survive, it is urgent to design marketing strategy guided by learned theory through research on the enterprise.This paper studies the establishment and implementation of ECI-Metro's sales marketing strategy. First, the paper introduces the theory of sales marketing, the theory of strategy management and the theory of sales marketing strategy, it lays solid foundation for the research. Then demonstration analysis method is utilized to analyze macro environment, industry environment through PEST and Porter competitive model; To understand present resource situation through internal analysis; To know strength and weakness by SWOT analysis, then strategy theme is worked out and CAT brand advantage and financing advantage should be fully utilized, the lack of salesmen and insufficient coverage should be overcome. The goal of sales marketing strategy is focused on PINS and about the design of ECI-Metro marketing strategy, 4P is the skeleton and 4R is the direction of development. About "Product", to sell value by product combination; about "Price", to improve competitiveness by flexible price package; about "Place", to increase responding speed by expanding sales channel and coverage; about "Promotion", to improve successful sales rate by multiple promotion...