| PVC plastic floor is a type of new decoration material. It is different from other plastic materials because it contains no methanal or phene at all. The main component of PVC plastic floor is polyvinyl chloride (named as PVC). So it is of no harm to human beings. PVC plastic floor is one of the newest construction materials used to decorate the floor. It has been widely used abroad now and is popular in European countries, Asian countries, Japan and Korea. PVC plastic floor entered China in 1980s. Now it is widely applied to commercial buildings (office buildings, shopping centers and airports etc.), education sites (schools, libraries, gyms etc.), medicine industry (pharmaceutical factory), industrial factories and so on. The effect of using PVC plastic floor is satisfactory and so the demand increases sharply.Under the circumstance of economic globalization, the Chinese market becomes a place of strategic importance for transnational corporations. In the meantime, our national brand has awakened and started to realize the great market potential all over the world. A famous Korean group company was established in 1947, its annual sale amount to 82,096 million US dollars in 2008. It has 170,000 employees around the world and it is one of the transnational corporations that lead the world industry to develop. PVC plastic floor is one of its products and it has a branch company dealing with chemical engineering. This Korean group company treats Chinese market as its main market, so it strengthens its marketing efforts so as to expand the market share of PVC plastic floor in China. In line with modern marketing management theory, this essay will analyze and research the marketing strategy of PVC plastic floor product of the Korea group company within the content of Chinese market.The main content of this essay is as follows:Part One-Introduction First, this essay makes an overview about PVC plastic floor; then, it makes an introduction to the background, significance of this topic, the contents of this essay and finally the structure and thoughts.Part Two-The market environment of PVC plastic floor of the Korean Company. In this part, the essay makes a macro market environment analysis from politics, economy, technology, society, namely, the PEST analysis; then, it will apply Five Forces Model to analyze the competitors, potential entrants, substitutes for the PVC plastic floor, suppliers and customers within this industry, elaborating the competition environment of the PVC plastic floor. After scanning of the external environment of the company, the essay reviews the internal capability of the company and its resources. Finally, it makes a conclusion to the environment by means of SWOT method, pointing out the internal advantages and disadvantages of the company, as well as the opportunity and threat within the external environment.Part Three-The market segmentation, market targeting and market positioning of the PVC floor of this company. Based on previous market conditions analysis, the essay makes a market segmentation of PVC floor, identifying target market in China and find its market position.Part Four-The analysis of the marketing strategy of the PVC floor of the Korean company in China. This is the main part of this essay. Based on the previous elaboration, this part focuses on analyzing the marketing strategy of the PVC floor of the Korean company in China by means of 4P marketing mix(product strategy, pricing strategy, promotional strategy and channel strategy).Part Five-An outlook of the future. The Korean company always reckons China as its main battle field in its strategy. It keeps adjusting its promoting and marketing strategy to adapt the market change in China. The purpose is to face the growing challenge. The PVC floor of the Korean company wins by its localization and forward-looking of the promoting strategy. The author hopes that this essay will be a reference for all the insiders of this industry and wish we would see a common brilliant future under competition.Based on his practice, the author will make a comprehensive and systematic analysis to the marketing strategy of AB Company. Towards existing problems, he will put forward corresponding recommendations and solutions which serve as references to his colleagues and other insiders. The major contribution of the paper is:first, this article makes a comprehensive and systematic analysis to the PVC floor marketing strategy of AB Company, on which few scholars have studied; second, based on his practice, the author displays corresponding recommendations and solutions towards existing problems, which serves as references to his colleagues and insiders. The first question is the poor after service. The solution is:AB Company refines and improves specific after-service policies, strengthen monitoring its agents. The second question is:the company's organizational structure is too complex, prolonging the decision-making and internal communication; the solution is:adjust the organization and develop a new one. The third question is cross-boundary selling; the solutions is:on the one hand, supervise the stock of the agents at any time; record the shipment each time, including delivery, product type, and quantity etc and have someone check them; strictly assess the agents, punish cross-boundary selling and adopt the mechanism for the survival of the fittest; on the other hand, the company will make the stock instead of the agents. So the agents only pay security deposits to the company.Due to the lack of time and the capacity constraints of the author, the research on the PVC floor marketing strategy of AB Company is not perfect. The author will deepen the study, and make up the shortfall in future. |
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