Sales & Market Strategy Study Of Exxonmobil In China's Industrial Lube

With the rapid development of China lubrication market,Mainland has already been the area which foreign oil company focus on.Such as Shell,BP,Mobil.etc.Because abroad brand has the advantage of coming first,domestic brand is difficult to occupy one site in flagship oil.The competition between domestic and overseas in lubrication will be main melody for a longterm period.Main domestic brand is Kunlun,Great Wall,belong to PetroChina and Sinopec respectively,which only stand for competitive and premium market. However the margin of flagship lube will be 10 times of competitive oil,which overseas brand is strong in this field.This article conclude the current situation,feature and challenge of china lube market, analyze the weakness of the internal of Exxonmobil.At the same time author also study Exxonmobil's current state,trend and strategy of competition and with the way of SWOT analyze EMCH's competition situation.On the basis of above conclusion author propose Exxonmobil lube market must be divided into more details,for example according to different area and account EM must study the preference of customer to brands of Exxonmobil.Simultaneously author point out with the control of macro-economic of state Exxonmobil should focus on Steel,Cement,Chemical,Energy,Paper and General manufacture.etc,should go on developing flagship product,detailedly classify brand,adjust product strategy and price strategy,widen the channel of sales and marketing.On the other hand,Exxonmobil must innovate customer service strategy,plenty emphasize every chance of contact to customer,grasp client's psychology of consuming and tendency of consuming and measure the degree of customer's satisfaction termly and quantificationally.At the same time Exxonmobil's quality of network should be improved, product brand should be enriched.According to varieties of brand of Exxonmobil and service quality,product price standard should be mapped out,which it should fit to different group of clients.Simultaneously appropriate media combination and propagandism way should be selected,also system propagate is needed,furthermore with the help of modern sales concept,widely develop sales and marketing network,set up monitor system of agent and expand business channels.