A 4Ps –based Study On Marketing Strategy Of Swimwear Business In European Market

W Company set up the swimwear business since 2007 and achieved success even the sales market was affected by the economy crisis these years. In the development of US, Europe and Australia markets, the business in Europe has gained the biggest sales.Obviously,, W company’s swimwear business in Europe market is facing big challenges under the declined economic situation, In order to make a break through on the business, it is necessary to make a deep study on this market again and find right solution to overcome the difficulties.Based on marketing mix theories, this thesis makes an analysis on the problems and reasons related to product, price, place and promotion, and recommend some solutions.It is suggested that, in order to strengthen core competency, the design, workmanship and quality should be improved;for price, it is necessary to regain discretion on pricing, avoiding the competition on lower level but chasing better cost performance; for place and sales channel, it is important to keep cooperating well with current retail and wholesale customers, and set up own distribution system through the advantages of internet to build up the brand business; for promotion, besides of consolidating the current sales mode, the trade platform and social network & media should be used to promote the sales.This thesis is expected to give insights to thesis companies which are still struggling in the difficulties.