Research On Shengli Xingda Flexible Pipe Factory Marketing Strategy

Shengli Xingda Company is one of the reformed multi-industry plant of Shengli Oilfield Xianhe oil production. In terms of industry competition, several businesses of Shengli Xingda Flexible Pipe Factory are serving the Shengli oil field and the company is at the lower end of the industrial chain. Therefore, It is not only controlled by upstream companies but also facing fierce horizontal competition, such as the entry of new firms, pressures from both the suppliers and customers. Because of being influenced by planned economy in the long run, Shengli Xingda Flexible Pipe Factory ignored the external marketing research. After the writer makes lots of investigations on marketing and consults reference books and possesses valuable data, this thesis tries to find proper marketing strategy for flexible pipe by external environment analysis and internal environment analysis. The thesis analyses the external and internal environment of Shengli Xingda Flexible Pipe Factory Company by SWOT analysis. The thesis summarizes the advantages, disadvantages, opportunities and threatens of company, so it formulates total strategy and marketing strategy.The thesis mainly analyses the marketing situations of Shengli Xingda Flexible Pipe Factory, and finds out the marketing problems. The thesis analyses Xingda flexible pipe industry, local industry and consumer characteristic in Dongying. It tries to measure market potential and forecast future demand. In the competitive situation, the thesis analyzes flexible pipe competitive characteristic, local competitive situation, primary competitors and substitution, then it points out its competitive strengths. The thesis makes marketing mix marketing strategy. After segmented the market, flexible pipe chooses three target markets. In its target markets, it brings up the plant’s positioning strategy. Finally, the thesis points out that the plant must decide much to budget for new-product development and promotion and set a little lower price so as to substitute steel pipe more easily. Flexible pipe marketing idea must shift from trying to maximize company profit from each transaction to maximizing the mutual profit from each relationship. It makes money by satisfying customer needs better than its competitors.