On The Marketing Strategy Of TINAMA Holding Group

The rapid progress of the global economic integration in testifies the market competition, Which brings much tougher challenges to the survival and development of enterprises. Then the problem arises that how they can compete with each other and keep their market share, both the theoretical and practical evidence shows that an effective way to achieve the sustainable competitiveness in the complex and ever-changing market is to systematically plan and manage the marketing strategies. TIANMA holding group devotes itself to the manufacture of bearings for the mechanical industry, including general bearings and railway bearings. These products are widely used in the industries of automobile, train, liner, metallurgy, mining, machine tools, electric motor, agricultural machinery and engineering machinery, as the market situation changes constantly, it is vital for TIANMA to greet the opportunities and meet the challenges by formulating proper marketing strategies development. This article is based on the case study of TiANMA'S marketing strategies, analyzing the differences between its past marketing strategies and present marketing strategies and discussing the development of its future marketing strategies. Firstly, it introduces the general situation under which TIANMA'S marketing Strategies are formed, including the market situation Of its main products, the product categories and the status quo of the entire bearing industry, Secondly, the method of SWOT is employed to analyze the strengths, weaknesses, opportunities and threats TIANMA faces. Furthermore, it elaborates on the company's products, prices, sales channel and 4P marketing strategies. Finally, it raises Some constructive suggestions concerning the sales organization, sales management, sales team and sales information system.The article draws upon the theories of marketing strategic management and brand management and suggests some feasible marketing strategies for TIANMA Holding Group to boost its development and meet the challenges. The findings are expected not only to benefit the further development of T, ANMA Holding Group but also to facilitate the formulation of marketing Strategies in other companies of the bearing industry.