Marketing Strategy Of Shenyang Huaying Environmental Protection Material Co., Ltd

Shenyang Huaying environmental material Co., Ltd is located in the economic center of northeastern of China, a subsidiary of Northeast State Power Environmental Protection Industry Group, at the same time; it’s the only one agent of Germany’s BASF in northeastern, which is one of fortune500companies. Since its building, Huaying has been one well-known company of material production of sewage treatment through its own relentless pursuit of success and strong support of partners. As the affection of China’s WTO accession and economy globalization, the domestic markets become international and competence between companies home and broad is more intensified. And with the development of these years, Huaying realizes that only by mastering the core technologies, exploits its own strength, finds out competitors’weakness, seizes the opportunity, accurately position markets, and takes out effective strategies can it makes progress and ensure its profits.This paper begins with the analysis of the status of environmental protection industries, makes a subdivision of the markets, and makes an outlook of environmental protection industry and gives an overview of it. Next an analysis of sewage material industry is made and subdivision of the market is made. PEST analysis method is used to have a well-known about the macro environment of the market, then Michael Porter’s five competitive forces model is applied to analyze the environmental protection industry and the influence of every factor is assessed. At last, the trend is predicted and STP theory is used to subdivide, locate the market and determine the target market. Followed by the analysis of enterprise internal resources and core competences then four standards of core the core competence is used to determine the marketing strategy of Huaying. Researches on the strength and weakness of company, opportunity and club in the target markets have been done. On the base of the company’s conditions and external environment, marketing strategies have been made as following:product technology strategy, sales channel strategy and differentiated service strategy. And it’s a process of long time enterprise culture heritage. Finally some safeguards are given.In this paper, qualitative analysis conjuncts with the practical problems in company, the advantages and disadvantages of company and the industry environment are analyzed, which provides a guarantee to keep the enterprise core competence and develop market, and is important to the company’s profits.