| All enterprises are for the purpose of profit, while providing customers withproducts and services, to provide social value. In order to achieve long-term andstable profit, enterprises need to have a competitive marketing strategy, namely, theenterprises need to have the methods over a long period of time to maintain, and bringfor the enterprise a steady stream of profit. The procedure to analyze and determine anenterprise’s marketing strategy includes industry research, SWOT analysis andcompetitive strategy analysis, market segmentation and target selection, the value isthe core of market development, organization structure and team coordination, salesmanagement system, effective promotion and marketing and public relations.This thesis focuses on the WESTRAC mechanical equipment limited company(later known as the A company) as the research object of analysis, through to the Acurrent GET parts sales condition of this phenomenon to proceed, discusses A shouldadopt the marketing strategy.By analyzing the A Company’s GET parts present marketing status, macroscopicfactors, industry factors and A present marketing system, The thesis pointed out thedrawbacks of its marketing system, proposed for business development marketingstrategy, and put forward the corresponding implementing measures. The marketingstrategy for the A Company is of great significance in the competition industry toenhance the company’s competitiveness. It is also hoped that this research can providereference and guidance for other enterprises facing up the same challenges. |
