KNAUF Plasterboard China Marketing Expanding Strategy Research

Abstract:With the economic development, accelerated pace of life, people are increasingly concerned about the green building materials market, gypsum building materials quality requirements are also increasing, according to this circumstance, making gypsum building materials industry in China market prospects. Knauf Gips KG through hard work for about10years, culminating in the Chinese gypsum building materials market firmly occupied a place, Knauf Plasterboard (China) continues to accelerate the pace of development.However, as local enterprises in recent years continued blind expansion of production scale and lead to overcapacity, the company has increased pressure to improve performance and slowed the profitability growth pace. Faced with this situation, the paper focuses on the Chinese gypsum building materials industry, entire Chinese building materials industry development direction and momentum, combined with the company’s own situation, timely research to develop the Chinese market expansion program. The solution is to outreach programs in the Chinese market and operates in the key difficulties faced by current production.Firstly, through analyze satisfaction problems about the company, we found that they need to improve product quality and after-sales service packaging capabilities, they also should develop a clear and rigorous management processes, improve their product and brand competitive advantage; secondly, with the gypsum board industry development policy environment, the economic environment or social environment can provide a great deal of external support. So the company should improve the technological content and performance from the market in order to reduce the threat of substitutes, potential investors to enter the industry and increase the difficulty, the supply of bargaining power to win more spaces for business development and product profitability. Thirdly, we use SWOT to analysis company and found that the quality of the product is essential to ensure increase product promotion and dissemination pathways, provide comprehensive after-sales service and technical guidance to enhance the consumer, in order to cultivate more potential customers; Finally, the company wants to continue to broaden the market, in addition to consolidating the existing market, the target market should also be extended to rural areas, so they need to strengthen the dealers and partners administration.About knauf’s programs for market expansion, the company has guaranteed several talents, capital, technology, research and development, organizational management and supply system. Resistant to several aspects of good fortune than goods, and then vigorously promote the "Blue Ocean" strategy to expand the Chinese market with a brightly prospect.