Study Of Domestic Business Development Of K Company

Nylon, the first one of 5 engineering plastics, came to the world 6 decades ago, it doesn’t belong to sunrise industry any longer, but it won’t fade off in the coming 20 years as it is a very important basic material.60～80% Nylon will go to AUTO industry, where there is an AUTO market, there is Nylon market. From a global perspective, the sales volume of AUTO in west developed countries are very stable, while in developing country, especially China, the growth is significant. For every Nylon raw material supplier, China, beyond question, become a strongpoint to be grabbed in their strategy.For some reasons, K company didn’t startup their Nylon engineering plastic business until 2009 though they have more than 70 years of Nylon polymerization experience. But K company doesn’t have a perfect product portfolio, its brand reputation is not good enough, what’s more, it is lack of distribution, K company failed to meet their sales target since they enter China market. In order to change current situation, It’s urgent for K company to remake a marketing strategy to develop China market.For K company, a new comer with many shortness, it becomes a challenge to make a correct marketing strategy and implement plan for China market.This paper is based on my study of marketing strategy. I will make use of PEST and SWOT theory to analyze external and internal environment of K company, and then summarize its strength and weakness, finally I will make comments on marketing strategy according to Positioning theory and 4P marketing theory to help K company to develop China market.