2015 Marketing Plan Of The YLS Company

YLS company is a well-known enterprise in small appliances industry, mainly producing the high-end electromagnetic oven, pressure cooker, side pot. Its products are sold to domestic and international market, and win the market praise with its excellent quality. But after years of rapid growth, the development of the company is challenged to some extent and the market share is reduced due to fierce market competition during the past one or two years. As a result, the company’s sales and profit margins suffer a decline of small amplitude compared with previous years.There`s a proverb saying that "Taking the lead is often easier than holding onto it." After the enterprise has a certain scale, it has to establish its own core strengths in order to have a proper place in the fierce competitive environment, to move forward continuously, and to accept the market test. In commercial society, companies in the marketplace will be faced with win or lose, live or die, just like in the battlefield. The enterprise must clearly see the severe market situation, and formulate the overall strategy and corresponding tactics.At present, according to the requirements of the brand development and the overall strategy of the enterprise of the Board of Directors combined with market conditions and their own situation, this study determined the total sales target of YLS in 2015, and decomposed the overall sales tasks on the basis of the product, market segments and month, then estimated sales of YLS in 2015 in accordance with the market situation, finally formed the marketing expenses budget of 2015 in the light of the possible marketing costs.This study developed a corporate marketing strategy according to "4P" theory, and the main strategies are: In products, the first is, the second is to focus on product innovation and new product development; In place, the first is building the "thousand County Engineering" up to 300 around the whole country, the second is to build a team with agents and stores, the third is the promotion of electronic commerce platform; In price, applying the strategy of high quality with middle price; In promotion, the first is to build the elite marketing team, the second is the promotion of the conference marketing, the third is to implement opening promotion and popularization, the forth is the implementation of the retailer returning the factory and being trained,.In addition, this study also analyzed the feasibility of marketing plans from two aspects of financial and risk, and provided theoretical and practical basis for the development of YLS in 2015.