The Research On Marketing Strategy Of A Company In Steel Market Of India

In recent years, with the continuous development of China’s iron and steel enterprises, and the government’s support of the export business, more and more international end users accept and recogdnize China’s product quality.For the manufacturing enterprises, marketing strategy is a tactical marketing tool which can be controlled, and can affect product demand, enterprises use mix of these marketing tools can get their desired target market feedback. Efficient marketing strategy can not only help enterprises achieve higher sales, but also can help enterprises to create competitive advantage is difficult for competitors to imitate.A company is a professionally engaged in steel trade for import and export,it is a multinational company. With the deepening of the financial crisis, the global negative impact is very obvious in2012. The company’s business development is not very ideal, volume had obvious decline compared with2011. Old customers’orders decreased significantly, the development of new customer is very difficult, the price is very competitive, the profit space are getting smaller. so it is very urgent to find a new sales policy for A company.This paper aims to help A company efficiently and smoothly achieve the sales goals in steel market in India, and obtain a high level of marketing performance. The dissertation includes the following six parts:The first chapter elaborates the background, research methods, technical routes, content and structure of the research.The second chapter reviews the theories of marketing strategy and tactics, and provide a theoretical basis for marketing mix of A company.The third chapter analysis the external environment of A company, including macro environment and industry environment.The four chapter discuses the internal conditions of A company, including internal resources and capabilities.Based on the above analysis, the five chapter gives the SWOT analysis for A company, and then put forward the marketing mix for the company, including four aspects of product, price, place and promotion.The last chapter proposes the safeguards for A company to implement marketing mix effectively.