A Study On Marketing Strategy Of Raute Company In China

China’s annual capacity of plywood is more than half of total world output, but compared with the developed countries of Europe Chinese plywood production level is still very low. China plywood industry also belongs to the personnel intensive industries. each cubic meters of plywood production working hours is 6 times of developed countries of Europe, and the quality of the products is far poor than developed countries of Europe. Chinese construction plywood just can be used less 5 times, but the construction plywood made in European can be reused more than 20 times. There is big space to improve Chinese plywood industry. The reason is that Chinese plywood production technology and equipment are poor. Recent years Chinese log prices rose rapidly, and ordinary plywood prices did not rise almost. Enterprises face the pressure of survival. They must produce the quality production, and increase product added value, to get more enterprise profit. China enterprises also face the problem of labor wage growth. Plywood enterprises are even more. The trend is more obvious that through automation equipment replace labor. The needs of high automation and high precision equipment increase.Raute is the leader of plywood equipment industry. Raute as Finland listing Corporation has more than one hundred year history. It is a very famous company in the international plywood industry. It is well-known of providing professional solutions, high automation equipment and excellent machine performance. Raute China has a production plant in Shanghai, develop and produce suitable machine for Chinese market. Although Raute has great technical advantages, but still can’t win in competition with China local suppliers. In this paper, through the SWOT analysis Raute’s advantages and opportunities, Potter’s five forces model analysis Raute competitive advantage, let’s understand Raute competition environment. Through the STP marketing theory, to subdivide the Raute market, select the appropriate target market, mine advantage point of difference, for positioning. Using marketing mix of 4Ps principle, analyse Raute product, research Raute price strategy, Raute channels and sales team management. Through comprehensive analysis we find out problem of Raute marketing strategy, and give the advice.