Study On The Marketing Strategy Of Xiamen Golden Egret Special Alloy Co., Ltd.(GESAC)

Marketing is a key link in the chain of an enterprise's survival and development. If an enterprise wants to survive and develop against intense competition, it must satisfy its customers more than its competitors. Establishing a clear marketing strategy is very important to ensure a continuous development of an enterprise. Setting down a correct and practical marketing strategy for GESAC is what I would like to achieve with this thesis. This thesis is also a summary of what I have learned in the MBA course.This thesis began with synthesizing and explaining the basic principle of the marketing strategy. Then, using the theory and method learned in the course, I carried out an analysis and research on GESAC's marketing environment and internal resources. I carried out a detailed analysis of the market segments and marketing competitive strategy. Finally, I made some suggestions of practical measures on how to carry out the maketing strategy.This thesis made an exploratory research for establishing GESAC's all-round, reasonable and viable system of marketing strategy; it also gave a complete and practical suggestion on how to carry out the marketing strategy. It's helpful to improve GESAC's management level and marketing efficiency. The study has implications for similar enterprises to enhance new market development as well.