The Study On Marketing Strategies Of Dayu Garment Manufacturing Co.,Ltd.

At end of year 2008, the safeguard US/UN set for China textile's export will be invalid. At era of post-quota, the competition of garment industry would be more fierce. The capability is enterprises'survival foundation. This theme has selected a Singapore local OEM garment manufacturer as study objective, from this company's business start to prosperity, then to slow-down, expected DAYU can step into another prosperity after DAYU adjust its marketing strategies and re-engineering, integration.Singapore garment industry is launched from 60's, then step into 70's prosperity, 80's industry transfer, and 90's industry upgrade. Dayu is a snapshot of this big environment change. Like most of the Singapore garment manufacturers at last decades, Dayu don't need to worry about orders, just sitting under apple tree to wait for fruits falling into mouth. But now the market competition is so cruel, profit is getting lower and lower; Buyers'order are suddenly reduced, the orders Dayu got can only fill in half capacity, that means Dayu will face US$1.0 million loss each month! Internally Dayu has no strong management team and thoughts, the quality of customer service is poor, the profitability is dropping. If it's continued, Dayu will face crisis of shutdown. So it's representative to choose Dayu as the objective for this research. First chapter has an introduction to the background of Dayu, got to know Dayu is a traditional family enterprise. The issues are just raised based on the background of this kind of company. The introduction briefly list out the problems of marketing strategy and tactics Dayu encountered, highlight the thoughts, contents, methodology and meanings of this research.Second chapter make a detailed analysis to Dayu's marketing environment, including macro-environment, buyer, supplier, competitor; And Dayu's internal analysis, make it clear of Dayu's location and position in the whole supply chain. Furthermore, using SWOT model, deeply analyze Dayu current situation.Third chapter use S.T.P theory to analyze Dayu's marketing strategy, point out Dayu should have the sense of crisis. Maintain American market, at same time, Dayu still have to develop, grow up some non-American Customer, make their share in Dayu achieve 15%. For current customer base, Dayu should tentatively lower GAP's share, and grow some department store buyer's share. In addition, Dayu should carry out the competition strategy of high quality, but low cost, enhance the cooperation with some high-end branded buyer.Chapter four use 4Ps theory to make a systematic solution which exclusively for Dayu's marketing tactics. By BCG analysis model, get conclusion Dayu should make a decision to give up some customer and products. As for marketing channel, Dayu should take some measures to closer upstream and downstream supply chain, enhance the relationship with buyer and supplier, share the information and resource. Reduce the production lead time, provide value add service to customer. The current pricing model of Dayu is likely cost with markup. Dayu will take flexible pricing strategy according to market changes.In order to ensure the implementation of marketing strategy and marketing tactics, Chapter 5 point out a series of measures to change current organization chart, ensure the communication efficiency between internal departments, and get fully support from related supporting department. Establish motivation mechanic and monitoring measures. Implement motivation salary plan.Successful company gets the ideas from external to internal for business. They realized, marketing environment is continuously creating new opportunities and crisis. They think, continuous monitoring and adapting to the environment is vital to their destiny. Unfortunately, Dayu has not taken the environment change as an opportunity, Dayu neglect or refuse important changes. Their strategic institution, mechanic and organization culture grow slowly, outdated and uncoordinated, Dayu encounter the frustration due to they neglect the marco-environmental changes for long time. Chapter 6 conclude the major points of this article, point out it's vital to Dayu's future prosperity.This article can provide some useful information to study Singapore garment industry's history, furthermore, to Singapore garment industry's strategically transfer and transforming.