The Research On The Marketing Strategy Of CG Company

The glass industry is a conventional livelihood industry, which contributes a lot to our economy. Besides, glass products can enrich our domestic market and beautify people’s life.Beacause of glass’s high chemical stability and barrier properties,also not easily react with other substances and can be recycled, it has the advantages that other materials cannot provide. Now it is well accepted as the green packaging material.Ever since the latest depression, the economy had been traumatized globally. As a r esult, many Chinese enterprises suffered, most exporting business had been through win ter, many of which reduced their production, some even faced bankrupt. Wine industry as well as glass art crafts market shrank. However, countries from Southeast Asia are sp aring no efforts to develop Labor-intensive industries by taking advantage of their cheap labor, apparently in the international market our low cost labor has gone for good. Envi ronmental pollution and abnormal climate are affecting human’s activities in an unignor able way, Low-carbon green economy is booming among countries all over the world as developed countries’ economical slow growing or even declining. China, as well, is als o proposing new policies which are not only Promoting green economy but also saving energy to keep it growing even in a low speed. The engine of our economic growing willbe changed thoroughly. Consumption, innovation, private sectors, central China and western China will gradually become the key roles when it comes to economy. At the s ame time, glass industry is faced with the biggest challenge ever, so comes with the bra nd new opportunity.CG is a company specialized at producing wine bottle. They have an urgency of el evating their marketing pattern on account of the lack of innovation as well as the unitar y sales strategy. In this thesis, I will use the combination of 4P,4C,4R and integrated m arketing, plus PEST, Porter’s Five Force Model, SWOT analysis, etc., in order to analyz e the advantages and disadvantages of the company, the inside and outside atmosphere a nd the running status quo. What’s more, I also studied their rivals, most importantly, the ir marketing problem which are mainly about the deficit of the importance of competitio n and corporate culture. They don’t have good soft power and organizational system. H ysteresis on informational administrating and narrow marketing channels result in the la g of hardware facilities, the loophole of supervision of procedures, thus there goes the ig norance in post marketing. Therefore, on the top of their priority, they need to correct th eir marketing direction and work on the strategy. At last, I provided my suggestions on corporate culture, organization, marketing team, administrating system, informational s ystem and channels development to help them upgrade marketing strategy by making de tailed marketing measures.