The Research Of Marketing Strategy For BB Company

BB company has had10years of experience in the early education field. In the past3years, BB had fast growth in the mainland market, recently they have had about44%of market share in the segment market of Child builder lesson, to be the first one in the segment market is always BB’s great ambition.But recently BB company has felt big stress came from the competitors no matter in the segment market and upper market, BB has to consider to make the changes and keep their solid competitive strength.In this disquisition, the writer wanted to use the different analysis models such as PEST and Porter’s Five Forces to study the macroeconomic and microeconomic environment around BB company, then analyzed the consumer behavior in the early education market and had further analysis by SWOT, it is necessary to do those to make the decision which market strategy BB company could use. After confirmed the strategy that BB company needed to keep the position as a Market Nicher still, we moved to the STP strategy, by using such method, we wanted to find out a new segment market and aimed to a new target market. How can we make new growth point in such market, it is necessary to use the position method, define the product again to match the new demand in the new market. Once we have a clear idea for the positioning, it gave us a chance to make better marketing program or strategy. At last, we would use4P+4C theory to draw out a final marketing strategy for BB company, Place, Product, Promotion, and Price-the4Ps of marketing-must be integrated and coordinated in order to bring about the most effective marketing mix, we also add4new views,stand at customer side, Customer value, Cost, Convenience, Communication to make the strategy better. Finally helps BB to have new opportunity enter a new market extracurricular activities in primary school, it mostly like a BOS which is about growing demand and breaking away from the competition.