Marketing Strategy Analysis For SN Company

As a rigid traditional industry, there is big development space in market development and business efficiency to be a high-end zipper company. At present, there are large amount of small-scale zipper enterprises in China, who product low quality products with limited technology, capital, management and others. They concentrated in the low-end or low-end market. While the foreign brands, such as RIRI and YKK monopolized the high-end market.In this context, we take SN as new entrant and try to find how to seize the advantage by virtue of its environmental changes and how to break into the zipper industry. We use PEST model, Porter’s five forces model and SWOT analysis methods respectively analyze the general macroeconomic environment, industry environment and its resources. Found the fiercely competitive industry is full of threatens from new entrants with a high demand and strict requirements for product quality. As to SN, the new entrant has advantages in product quality, equipment and information management, but at the same time, it lacks of stability of quality and time to grow up.On this basis, we take following marketing strategy proposes to promote SN’s development through market segmentation and product positioning. For product strategy, we will pay highest attention on its excellent quality and differentiated products and services, highlighting "for the designers service"; strengthen equipment modification and innovation, increase the level of automation production, selectively introduce international advanced technology and other methods which will improve product quality. For promotion strategy, we recommend carrying out advertising in a professional journal, such as "Chinese clothing", using the Internet and other new media to promote the brand and training staff sales skill. For distribution strategy, we could establish a reasonable marketing center, and choose foreign distribution middlemen if necessary. For pricing strategy, we adopt the new market penetration pricing and differential pricing for different market segments.In addition, we also advised operational recommendations, such as choose mining super raw material suppliers and equipment suppliers; improve information management, improve efficiency; strengthen the team building and personnel training; expand the company’s financing capacity; improve enterprise management mechanism and service concept, strengthen intellectual property and so on.