Studies Of The NICE Group Marketing Strategic

In recent years,the market for household cleaning products grows rapidly in China with total sales volume reaching 130 billion in 2006.The huge market potential has attracted lots of notable foreign companies such as P＆G from the US,Unilever from UK,Kao from Japan, and Henkel from Germany.At the same time,many domestic private companies have also joined the ranks,pushing the competition to a white-hot level.Many strong and experienced international companies were caught unprepared,much less a number of domestic private companies.Product mix changes,market segmentation,business concept innovation and various marketing tactics have not only fueled the development of domestic cleaning industry but also aggravated the brand competition.How to design a suitable marketing strategy and how to maintain and increase the core competitiveness so as to secure the market have become the focus for domestic cleaning products companies and how to make feasible and effective marketing strategies has become the priority for private entrepreneurs.In this context,this essay studied the marking strategy of the Nice Group,a cleaning products company where the author has worked,to analyze the status quo of the Chinese cleaning products market,propose suggestions for its fast and sound development and also provide a holistic marketing strategy.By reviewing the competition and the development trends of the Chinese cleaning products industry,and by looking at both the marketing and strategic management theories and the practices,this paper provides a thorough analysis of the Nice Group,including its external business environment,strengths and weaknesses of its internal resources,opportunities,threats.(SWOT),on this basis,the paper provides the market strategy in line with the market positioning of the company.To ensure the smooth implementation of the marketing strategy to implement successfully, this paper also expanded on product mix,pricing,distribution channels and the supporting system.It points out that the companies should not only pursue product and technology innovations,they also need value innovation by improving utility and reducing cost.It is also important for companies to find the common ground of interests with retailers for a win-win situation.Finally,it offers policy suggestions to the Chinese government about how to guide and regulate the industry and the competitive markets.Although the paper never touches on the global marketing strategies or the overseas market of the Nice Group,these topics deserve our attention..