Shanghai Carpetian Carpet Marketing Strategy

With the continuous improvement of people’s living standards they are no longer satisfied merely to have shelter and basic living functions.They also require that their environment is more comfortable and beautiful. It is this demand that has the carpet industry showing unprecedented market potential. However, along with the accelerating process of economic globalization, the Chinese carpet enterprises are facing an increasingly fierce competitive environment.Carpetian Carpet Company’s key to survival is to further enhance the competitiveness of their business. This paper analyzes the macro-environment and industrial environment to gain an in-depth understanding of the issues it is facing; then further identifies through SWOT analysis Carpetian’s strengths and weaknesses, as well as facing development opportunities and threats that exist. The basis of this analysis combined with modern4P marketing theory (Price, Place, Product, and Promotion) to determine the target market position of Carpetian Carpet Company.