Marketing Strategy Of Flooring Material To S Company

With the high progress of the global economy and China’s important role in it, China has become the most dynamic economic region. A lot of companies from Fortune500have invested and built companies in China, accompany with the domestic urbanization implementation makes the newly built areas reach at1.8-2billion square meters annually in China, which is the biggest construction market in the world. Based on the rebuilt of city common construction once ten years and once5years for factory renew, the total amount for flooring market a year is2.5billion square meters. Compared with the huge market, the current flooring application area is just a small portion. So the potential of the flooring market is very high.S company is from Switzerland and it entered China flooring market since1990, with strong technical and marketing ability, it becomes the leader in China flooring industry. Thus, the competitors are growing and getting mature and competition is becoming fiercer and fiercer, the profit is squeezed and becomes less and less. How to come out from the fury competition and how to establish effective marketing strategy is the aim of the paper. To achieve that the author studied several marketing, strategic theories, used Michael Porter’s Five Forces Model to analyze the China marketing strategy, used SWOT to analyze the strength and weakness, opportunity and threat of S company. Further, the author provided S company marketing strategy through the theory of STP and4P’s, including market segment, target market selection, industry covering, marketing positioning and marketing mixing.Hopefully the result of this paper will benefit to the company marketing.