Research On Marketing Strategy Of Henkel's Tobacco Adhesive

One of the world 500, Germany Henkel is the largest company which product and sale adhesives all over the world. Including tobacco adhesive, Henkel almost supply all kinds of adhesive products. In addition to the Chinese market, Henkel's tobacco adhesive market share has reached 85%. But in Chinese tobacco adhesive market where the concentration in the industry is still very low, Henkel's market is only 10%. How to give full play to the advantage of Henkel, highlight it's product and service difference between the domestic suppliers, and speed up it's market share expansion in China? This is the problem of this paper.This paper is divided into four chapters. The first chapter introduces the Henkel's background and current situation, and through the comparative analysis of existing legal basis, customers purchase basis and the status of major supplier, to introduced the international and domestic tobacco adhesives market profiles. The second chapter discusses the policy environment, economic and social environment for tobacco adhesives, and the challenges of new adhesive from the development of tobacco production technology. In order to analyse the macro market of tobacco adhesive in China. The third chapter focuses on the strengths and weaknesses analysis of Henkel's main tobacco adhesives competitors in the Chinese market, the United States H.B.Fuller and Beijing Changrun company. Base on the second and third chapters analysis, the fourth chapter focusing on brand marketing, marketing strategy and competitive strategy, bring forward the specific strategies and tactics for Henkel's tobacco Adhesive to expand Chinese market. Finally, to sum up the views on this paper, added this lack of the research, and further research in this field.