Research On Marketing Strategy Of After Sale In Northeast Of Flowserve Co.LTD

Flowserve is a leading manufacturer and aftermarket service provider of comprehensive flow management products and services. Our solutions help move, control and protect the flow of materials in critical industries around the world. With more and more product in the marketing, it is a very important problem for management to get more profit from after sale market by improving service and customer loyalty.This dissertation define the after sale market concept based on the author’s perceiving and thinking. Collecting specific characteristic of Northeast market and some materials of Northeast from Fls company and its pump’s after sale market t to present to study company’s inner and outer conditions so as to find market challenge and opportunities, later to determine how to realize the expected strategy by making use of core competitive advantage, and then adopt available marketing tactic in favor of strategy realization.This dissertation uses the PEST analysis method to analyse the macroscopic environment of after sale market, applying Michael porter of five competitive model to analyse this enterprise’s End user service in the industry environment, evaluating the influence of all the forces to the enterprise. Research on the competitive advantage by four standards and three necessary conditions, then find the Fls company’s core competitive advantage. Making sure of Fls company’s marketing strategy and the marketing mix by STP (segmentation, target, position) model and7P’s (product, price, promotion, place, people, physical evidence, process). Finally, making the financial analysis so as to present more actual operation.The study of this dissertation play a crucial role for developing good after sale market, providing important guarantee to keep the Flowserve company’s core competitiveness, and creating enterprise new profit growth point.