Study On The Marketing Strategies And Tactics Of A Reinforcement Company

According to author’s experience of run his own business, by using famousmarketing strategy theory, this paper is aiming to point out a good method to solvemarketing problems of company A, through finding out a binding point amongmarketing theory, real situation of marketing and company’s operating conditions.This paper analysis the macroeconomic environment of reinforce industry andindustry environment of reinforce in Beijing. Firstly, SWOT theory was used to get alot of develop strategy, by analysising not only the opportunities and threats ofmarketing environment, but the advantage and disadvantage of company A. Secondly,alternative strategies were selected by using GSM theory. Thirdly, alternativestrategies were evaluated by QSPM theory and the best strategy for company A wasdetermined. In the end, according the strategy, marketing tactic and ways in need wereanalysed.The main contribution of this paper is applying SWOT theory[1], the grandstrategy matrix, quantitative strategic planning matrix in strategy theory andmarketing theory such as the STP marketing,4p strategy in the research ofengineering marketing practice, and obtaining lots of operable marketing strategiesand tactics. Especially innovative works were put forward for the constructionenterprise marketing: Firstly, show the comprehensive strength of company A byusing past project cases, advertisement, technical capacity presentation, experience ofauthorized laws and regulations and papers to improve costomers’ perception toproduction and make excellent brand. Secondly, the mistake understanding thatbusiness depends on relationship was corrected,4p marketing was used to make surethe company really takes in the market competition. Other markers can clarify theirmarketing thought by the results of this study.