Plus Aluminum Cable Marketing Strategy

In 2006, the entire Chinese wire and cable industry, was growing rapidly. China's "Eleventh Five-Year Plan" was published, and in the next five years, electric power, railway, rail transportation, energy, construction, communications, marine, automotive and other industries still maintained a large scale of investment, and there would be many opportunities for the wire and cable industry. For the industrial output, the wire and cable industry was after the automotive industry, and was the second-largest industry of China. In the world, China's GDP of wire and cable industry was more than Japan, and was after the United States as the world's second largest producer of wire and cable.Copper, aluminum, plastic and other raw materials prices, particularly copper price was rising fast, so the wire and cable industry was under great pressure. Production costs increased, and this trend would not change effectively in the short-term. The industry believed that our country had entered the early stage of the heavy chemical industry. With the high-cost, the increasement of the prices of production factors became an inevitable trend. With the increasing demand, the prices of raw materials would not return to the original level. Because of the large proportion of copper, aluminum, plastic and other raw materials in the cost of wire and cable products, as well as the increasement of the cost of energy, transport and human resources, the cost of business also increased.Alcan Group is one of the world's 500 strongest enterprises, as one of the Group's subsidiaries, Alcan Cable had existed for more than a century at the North American market, and was the leader of the North American cable industry. Its high-tech products "Alcan Alloy Cable" had been successfully operated for over thirty years in North America. In 2006, the company decided to enter the China market. However, because of historical reasons, China had been in the use of copper cables in the past 30 years. To break this pattern, and make the market accept a new alternative products was very difficult.This thesis aims to record and study how the company searched for the Blue Ocean in a highly competitive cable market, and created new marketing strategies as well as the excellent marketing management process. This article combines the construction of the marketing system and the running of the whole process of marketing with the theories of marketing, analyzes the reasons for the success of the marketing activities.This thesis includes five parts: the first part is a preface, introduces the topics of research background and significance of the research topics and content ideas, topics of research methods; the second part is profile of the Alcan Cable, and the introduction of the company's basic mode of operation and the analysis of the status quo and problems in China's cable market; the third part is the analysis of Alcan Alloy Cable by STP; the fourh part is the analysis of Alcan Alloy Cable by PLC; the seventh part is the analysis of Alcan Alloy Cable by 4Ps; the fifth part is the conclusion of the experiences and the development prospects.