Research On The Marketing Strategy Of SP Company Pumps

With the prosperity of China’s economy over the years, the domestic petrochemical industry, power industry, oil gas industry, also have a leap of development. Pump is a foundation of general machinery, centrifugal pumps as an important class of pump are very widely used in various industries, so the domestic centrifugal pump industry has also been considerable development.SP company as the first world’s top brand of centrifugal pumps to enter the Chinese market, with15years of development and precipitation, which has established an entire operation system of marketing network, production assembly and service, and also has the most domestic high-end market share. Due to the domestic situation, a large number of outstanding international brands enter Chinese market. Also the domestic brands company continues to thrive, they also actively participate in the competition in high-end markets. So SP’s existing market share and customer share are facing strong impact, and the market becomes more competitive. Formulate a reasonable and viable marketing strategy is extremely urgent in this market environment.After reading the relevant information, also on the basis of marketing theory and combine with practical work experience, then make sure the basic writing thought would ask, discover and solve problems. Firstly analyze the SP’s external environment, using PEST model to analyze the macroeconomic environment, also stepwise analyze the pumps industry, competitors, suppliers, market situation and customers. Refer to the detailed analysis of the SP’s resources and capacity to complete the internal environment analysis. Then use STP to analyze the product market segmentation, target market selection and product positioning. Finally use "4P", develop marketing strategies are combined in product strategy, pricing strategy, channel strategy and promotional strategy. Also discussing how to ensure the marketing strategy are carried out.According to the analysis of the SP’s situation and advanced marketing theory to formulate the better marketing strategy which is more in line with current market. Also hope it could help company to keep the existing market share, maintaining the original brand image and create more profits. There are a large number of international brands centrifugal pumps in domestic market, also hope this paper could give some reference to them.