Research Of Marketing Of TCOA Ompany

Being as the main consumable material for Copier and Printer, the market demands for Toner has been growing rapidly along with the popularization of office copiers and the family-mode printers. The increase speed of domestic market demands of toner is far beyond the average international market increase ratio. The domestic market has become the main competed field of toner manufacturers from the entire world and it also supplies more and more opportunities for the local manufacturers. TCOA Company is one of the longest-history toner manufacturers. it mainly focuses on exporting business. To achieve the objective of expand market scale, The company draw up the strategy of strengthen domestic marketing. The essay will research and analyze the Company’s domestic marketing portfolio strategy and further optimize the current strategies in order to satisfy domestic market demands and achieve the objective of expanding market scale.This essay applies in theory and practice mixing up method, wholly analyzes development and supplying and demanding status of Chinese consumable toner industry. By using Five Forces Model, it analyzes competition environments of toner trade. By using SWOT method, it researches the strength, weakness, opportunity and threat of the company. And by means of the "4P" theory it thinks about the current status of domestic marketing portfolio strategy, the main existed problems and reasons. This essay makes out improving suggestions for the problems existed in marketing portfolio strategy on the basis of "4C" "4R" method and optimizes the current strategies. For the product strategy, this essay draws up the contents that to further perfect the current advantageous products, to enhance personal creative ability and to make up the single production line weakness by label production. For the price strategy, to reduce customer purchasing costs by controlling company management costs, expand production scope and enhance value-increased services. For the channel strategy, building straight pin channel and cultivating crews of sales and engineers are great important, which will bring more conveniences to customers. For the promotion strategy, apply internet business positively and strengthen encouragement to customers and promoting mutual communication between companies and customers and achieving sales targets.This essay emphasizes on applying the frame of "4P" on theory and taking the "4C" "4R" method as guidance when making out suggestions and provisions. Its combined usage of the theories can play important guidance role of optimizing domestic marketing portfolio strategy of TCOA Company.