The Study Of Improvement Of Sales&Marketing Strategies For BC Shanghai Co., Ltd

BC(Shanghai) Co.,Ltd is the sales branch in China for the Switzerland founded company BC Co.,Ltd, which is established in1994. The company is mainly responsible for all products selling in China main land for BC Group. The main products of the company are metal cutting machine, metal bending machine for the Sheet metal industry, which is a branch of special machine tool industry. The products are applied in the industries of sheet metal processing, electric facilities, building, furniture manufacturing, airspace, and locomotive industry.The article made a detail description for the marketing strategies and sales system of BC(Shanghai), and the detail analysis for the current problems brought by the strategies and systems. Then the author gives a proposal for improvements, trying to provide a new marketing strategy and system for the company, in order to make the company better achieves of its targets.This article divided into3parts, the first part is to give the background of the article and why we need to make investigation in this area, what the importance is to make the investigation. In this first part, the analysis has been made to the background of the article and the company’s profile, pointed out the importance and the urgency of changing the current strategies and the systems. The second part is to make a description for the theories which will be used in the article and analyze the current problems which have been occurred in BC (Shanghai) company by using the theories of the marketing and sales, etc. the theories are porter5powers module, STP analysis module, one of the most important strategy for the Porter competition strategies, and the4P module for the marketing mix. The article also introduced the current business of BC(Shanghai) and the current strategies and systems. The third part of the article is trying to find the consequences brought by these strategies and systems, and base on this, make the proposals of how to establish a new strategy and system for the company. The new system include the vision and mission of the company, the strategies, marketing segments, target markets, and positioning of the company, the4P marketing mix and service marketing mix, these composed the whole new company strategies and system of BC (Shanghai).The article has given the answer how to make a complete strategy and system for the large machine tool selling company like BC (Shanghai), that is to give a detail analysis by using the Porter5power module, then trying to make the strategies for the company. Under the guide of the strategies, to use the STP module to give an analysis for the marketing positioning. The article build the new marketing strategies by using marketing differentiate theory and the marketing4P theory as well.