Research On Marketing Strategy And Measures Of YATO Instruments

With the development of Chinese industries, tool as one of them grows very fast. And based on tooling development, other industries grow even faster. But the share of market is limited, the competition of tooling sales become serious. No mater foreign company or local company, they all focus on enlarging their market share from traditional tools to modern tools. So how to achieve great development in such complicated situation becomes researchable.Hunan Xicheng Huaxing Technology Development Co., Ltd. has achieved many improvements during sales process of selling YATO tools. Many shortcomings of sales were found. And based on all those shortcomings, the company comes up with corresponding strategies. In this paper, SWOT Analysis is used to analyze current domestic sales environment and customer requirements. The SWOT report shows the advantages and disadvantages of the company. Those analyses can be as reference of setting current selling strategies. In the end current sales strategies are set for YATO Company. The strategies are combination of production strategy, price strategy, sales channel strategy and promotional strategy. The product strategy is made mainly from the products of high precision, high quality and products aspects; price strategy includes high tech product pricing and new customer pricing aspects; sales channel strategy includes products of multi channels distribution by recruiting agents, big client alliance and the electronic commerce way; promotion strategy mainly includes tcustomer price promotion, public sponsor promotions and advertising approach..There are three main conclusions of this paper:1.With the rapid development of China’s tool industry, the demand of is huge, therefore, tool industry has broad space for development.2. The paper analyzes the market environment and internal conditions of YATO tool company, and makes product market positioning. The company constantly improves the strength of the research team, to maintain the leading position in the industry, and the market competitiveness of the enterprise.3. The analysis of YATO tool marketing strategy, which mainly includes production sales strategy, price strategy, sales channel strategy and promotional strategy, is advantageous to be long-term stable development for the enterprise.The conclusion is based on SWOT analysis of the company and the conclusion, will have a certain guiding significance for YATO company to make marketing strategy, at the same time, the conclusion can be further applied to similar companies, and also be applied for the company of the tool industry.