The Marketing Strategy Research Of Danai Pumps

With the help of general principles and studying approaches of strategic management and marketing theory, firstly some problems of Danai Pumps related with marketing are found, such as marketing share is low, sale nets and key salesmen are occupied by Danai's joint venture, lack of sales channel and have little relationship with powerful design institute, so the pumps not often be recommend. Some sales representatives sell the products of competitors. Salesmen's capability should be enhanced for old salesmen's knowledge structure is old and new salesmen lack of experience. R&D not so good that the pumps' technique is not high, cash flow is tense and low production efficiency affect the delivery time of products ,which cause cash flow speed low.Secondly scan the market requirement of overseas and domestic market, overseas markets include some developing countries in Asia and Africa. Domestic markets mainly include petrochemical, chemical industry and metallurgy etc. Analyze customers' requirements, characters, and purchasing ways. Introduce competitor like Deepblue and some alternatives, and tell the pump industry competition with 5 strengths model.Petrochemical, chemical industry and metallurgy is the main market and other markets like environments protection, power especially nuclear power should be put more attention.Making marketing strategy according to analysis before, improve the brand by big projects achievements, preventing from competing in low level products. Setting up excellent sales team, enlarge sales team; using 4P theory as marketing way, all departments work harmony to achieve the aim of marketing strategy.