Graphite Electrode Marketing Strategy On Shandong Market Taken By S Company

In the last thirty years after the reform and opening policy, China’s iron and steel industry has greatly developed. In2011, the yearly output of raw steel was683,000,000tons. In the iron and steel industry, EAF steelmaking equipments are gradually growing from smaller size to bigger size, and EAF steelmaking production has increased. With the development of EAF steelmaking, graphite electrode-one of the main materials-is developing rapidly. As a result, more and more large gauge and UHP graphite electrodes with high quality are much needed on market.Shandong, as a main steel making province, becomes a focal market that all the graphite electrode corporations shall compete. The chief problem the operators of S Company facing now is how to reply to the opportunities and challenges brought by the outer change, and how to take its own advantages to make efficient marketing strategies and promote the development of the company.This paper takes S Company’s Shandong market as research object and studies the marketing strategy on Shandong market by employing marketing theories. In order to find the marketing strategy in Shandong market, this paper makes systematic analysis on internal and external envionments of S Company with the help of environment analysis theory, and analyzes the advantages, disadvantages, chance and threat existing in S Company’s Shandong market by SWOT analysis. Employing target market analysis theory, this paper puts forward STP strategy based on the current situation of Shandong market. With the help of4PS theory of marketing mix strategy, this paper provides product strategy, price strategy, channel strategy and promotion strategy. Finally, it puts forward a series of methods to gurantee the implementation of marketing stragegies.This paper is also the theory conclusion on the writer’s marketing practice over a long period of time. The aim of this paper is to improve the writer’s professional knowledge, and meanwhile, provide useful material for graphite electrode industry.