A Study On Disel Marketing Strategy Of Xi'an Brightway Im. & Ex. Co. Ltd.

The Brightway Export and Import Company,Ltd.(hereinafter call Brightway Co.) is an Import and Export corporation oriented from a state-owned trade enterprise.The company has dealt with disel for ten years. Because the trade policy has changed, the disel export structure also has changed greatly. What is more, the Brightway Co.has to face great challenges from the manufacturers which have the title to export their products by themselves and to face the competition without rules from counterparts which lie on the origin place. Since 2002, the export scale is reducing, the profit is decreasing and the crew has no confidence.To Brightway Co.it is very important to realize a marketing strategy in order to change the bad condition and increase the export scale and collect capitals.This text analyzes the marketing strategies of Brightway co. under the the theories guide of market marketing,segemental thoery and etc.. And it analyzes business market and identfies market segments and selecting target markets.According analysing the outbound marketing condition and the developing trend of the disel industry, it establishes the good basis to predition the developing trend of the disel market.At the same time, it introduces and researches the Brightway co.'inner marketing environments, including its developing condition,the disel export condition and company'framework. Secondary,it analyzes the chance,threaten,advantages and disadvantages to find the problem and mistakes of the Brightway Co. on marketing strategy.The target market of Brightway Co. is segmented into three parts: South-America, East-south Asia and Africa. The text analyzes them one by one. At last, it design the different strategy for different target market using the results.The study of this text will point out a way for Brightway Co. to develop market in the following three or four years, which will increase the competing power of its production. The studying method of this text provides a reference for the state-owned trade compamy about establishment and implement of the marketing strategy.