A Study On Marketing Strategy Of BTRC

Marketing strategy is the core of corporate strategy system. According to the demand and principle of corporate strategy, the marketing goal and means are established. And through the realization of the marketing goal, the marketing strategy is made to support and serve the corporate strategy. Marketing strategy is of importance to the corporate development. And the scientific establishment and implementation of effective marketing strategy is the key means to enable corporate to adapt to the changing environment, enhance and maintain the competitive advantage and allocate resources scientifically, and it also is related to the survival and development of corporate. If a corporate is to get strong development in intensive competitive market, the effective study and implement of marketing strategy is a must.BTRC is a special rope manufactory which is a joint venture by world-famous rope manufactory BR U.K. and a HONGKONG listed company - GOLIK Holdings Limited. Faced the intensive competitive market, BTRC needs a systematic and scientific marketing strategy urgently, integrating theory and practice, to guide marketing activity and provide effective reference. By comparing the competition state in the rope industry and studying on the macro-marketing environment, the strengths and weaknesses, opportunities and threats are identified and the market position is fixed based on the analysis on the resources, throughput, equipment, technique, management, the ability to develop new products and the development direction of BTRC. According to the corporate development goal, the theory of CRM and competition orientation are used in the paper, contributing to the proposal of corporate marketing strategy including product strategy, price strategy and channel strategy, and the setup of tenet and objective of the marketing strategy. And it is proposed that the marketing objective is obtained by a three-step strategy. Besides that in order to ensure the smooth implementation of the marketing strategy, some relevant measures are put forward to serving as a support. The study in this paper should provide some direction for other similar domestic companies.