The Chinese Marketing Plan Of IPDI Product From Y Company In2012

In recent years, with the rapid development of Chinese economic, the paint industry hasentered a fast growing phase in China as well. This provides great opportunities andchallenges to expand the Chinese market for the high end isocyanate IPDI. Y Company focuson this big potential market to promote and expand their IPDI market in China in2012.Based on the analysis of internal and the external environment to Y company, this thesisdetermine the project’s starting point and opportunities in Chinese market, and further studyon the Chinese consumers and competitors analysis plus the SWOT analysis to Y companyitself, the thesis makes the marketing strategy of its IPDI project for china market in2012.The paper identifies the target industries of IPDI by market segmentation, and developing thecorresponding unique product strategy and pricing strategy, coupled with an effective channelstrategy and a variety of promotional strategies, to strive driving its produce launch intomarket successfully. Also the thesis carried out its financial forecasts, the IPDI projectprofitability and return on investment can reach the company’s expectations. In order to makethe marketing program can be effectively implemented, the thesis also carried out the IPDIproject’s marketing risk analysis, and develop the corresponding marketing control programto reduce its marketing risk, and further to ensure its marketing plans successfullyimplemented and achieve the set sales targets.