| The paper has diagnoses the strategic background and marketing actuality of Fengshou Company on the base of investigation of its internal and external environment. Marketing strategy is very meaningful for Middle-Small Fertilizer enterprises, especially to Fengshou Company that is in the stage of transfer for its survival and development. Its current marketing strategy should be changed to correspond the company's development.On the base of research into the trend of the company's main business, the paper makes the explicit marketing strategy. The whole strategy is to develop main business intensively, strength the control ability of sales channel, improve the marketing model and promote the brand value. The basic strategy is to develop step by step. At first, to develop the low mixture compound fertilizer and solve the problem of sales channel stable and control ability. The 2nd, to unite the federation with the main distributors and make the channel more stable. The 3rd, to develop the high mixture compound fertilizer and broaden the product line. The 4th, to put emphasis on the adjust of marketing organization structure and the perfect of sales' service function in order to control the channel through promote the consumer's demand. Accordingly, the marketing model turns business-marketing model into service-marketing model and promote the brand add-value. The last is to promote the control and inspirit ability and the overall efficiency of marketing system.Furthermore, to exploit the sales channel and the sales region in the other provinces and form the self-development ability and competence on the base of brand and channels.Based on the strategy, the paper brings forward seven marketing counter-measures. Namely, to mend the marketing channel, to perfect the operation model, to change the marketing business model, to optimize the organize structure, to rule the department responsibility, to adjust the marketing operation flow and set up the guarantee mechanism. |
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