Marketing Strategy Research Of B Paint Company In China

Since the Reform and Opening-up policy was adopted especially after the 1990s, building coating industry was one of the most quickly developed coating industries together with the fast growth of real estate. It will keep increasing in a couple of decades. At present, competition in the building coating market is hotting up and lots of international brands have come into China. Statistical data shows that there're around 800 kinds of brands including both domestic and abroad building coatings, and near 4500 producers in China.Company B entered China in 1994 attracted by the high growth of Chinese market. She established an enterprise in Xiamen with their own capital. In the early days of the foundation, the company got a certain success. But company B has a trend of shrinkage in the market share when more and more competitors was coming out since 2000. It is important to make out an effective marketing strategy to alter the current status based on the features of company B through applying the Marketing theory. This paper discussed the marketing environment faced by company B and internal status of marketing and sales. After analysis of internal and outside factors, the author provided effective and suitable marketing strategies, and used them to direct practice. Company B developed with high speed under the practice of the new marketing strategies.This article described the development history and current status of building coating in China which provided basis of marketing analysis and sales strategy analysis. Next, the author established the relative position of the brand of Company B in consumers and competitors through analyzing the marketing requirement, consumer behavior and marketing strategy of domestic building coating industry. Third, the segmentation of the domestic building coating market was set up. Base on this segmentation, the position of Company B was confirmed in the domestic building coating market. Besides those, combining the current situation of Company B marketing, this paper re-examined the marketing strategy of Company B through the following four strategies: product, price, channel and sales promotion.