Shengli Oilfield Glass Steel Marketing Strategy Research

Shengli Oilfield Fiber Reinforced Plastic(FRP) Plant(SOFRPP) is one of the multi-industry plant of Shengli Oilfield. Because of being influenced by planned economy in the long run, it ignored the marketing research.After the writer makes lots of investigations on marketing and consults reference books and possesses valuable data, this paper tries to find proper marketing strategy for SOFRPP by external environment analysis and internal environment analysis. The paper include:1. In the marketing situation, it lists the plant's situation and points out seven aspects of marketing problem.I.External market analysis is the overall evaluation of our FRP industry, local industry and consumer characteristic. It tries to measure market potential and forecast future demand.3.In the competitive situation, the paper analyzes FRP pipe competitive characteristic, local competitive situation, primary competitors and substitution, then it point out its competitive strengths. SWOT analysis is listed according to external and internal environment analysis.4.The marketing mix is a set of marketing tools which are called the four P's of marketing. After segmented the market, SOFRPP chooses three target markets. In its target markets, it brings up the plant's positioning strategy. Finally, the paper points out that the plant must decide much to budget for new-product development and promotion and set a little lower price so as to substitute steel pipe more easily.SOFRPP'S marketing idea must shift from trying to maximize company profit from each transaction to maximizing the mutual profit from each relationship. It makes money by satisfying customer needs better than its competitors.