The Research Of "A-B China" For Marketing Strategy

"A-B China"is subsidiary company of"A-B Corporation", a world-wide famous oil company, who has remained its top five of Fortune 500 for several years."A-B China"is fully engaged in lubricating oil processing, finished lubricant products sales and services in China Market. With the help of continuing grow-up of China economic,"A-B China"keeps growing from perspectives of Sales Volume, Sales Revenue and Gross Margin. Furthermore, China was identified as lead of 6 key focus markets by global.Earlier of 2008,"A-B China"was informed that new marketing strategy and 2 detailed implementation plan related to brand and channel changes will be introduced by global. The main body of thesis has four main chapters. Firstly, external competitive strength and SWOT of"A-B China"were summarized by analyzing specialties and trends of general lubricants business and China lubes market and external business environment. Secondly, internal competitive strength and SWOT were also summarized after company's internal value chain was analyzed. Thirdly, the author did a thorough analysis of new strategy and five key strategic focuses per strategic planning theory. Fourthly, detailed implementation plan study was carried out to understand the background, and find out if it's a good timing for the changes, if there's any impact to China business. Furthermore, corresponding suggestions for a flawless implementation was provided.