The Research On Marketing Strategy Of Dahua Soda Ash Export

Primarily established in 1933, Dahua Group, one of the top 100 chemical enterprises in China, is the largest and earliest production base for chemical raw materials and chemical fertilizers. From 2003 until now, main products, Soda Ash and Ammonium Chloride have been labeled as "China Top Brand", making Dahua recognized as "China Famous Brand". Soda Ash belongs to the basic raw material industry and it is largely influenced by macroeconomic. Because the property is under the strict control of the government, the main downstream of Soda Ash is affected, and the metallurgy, chemical industry and many other Soda Ash related downstream industries are also been affected. Due to the explosion of Soda Ash in resent years, the supply of the entire Soda Ash is greater than the demand. The main product Soda Ash was low in 2013, and the price of Ammonium Chloride was falling dramatically in 2013. Compared with before, although the production has realized stability, high efficiency, low consumption, and the output has been increased largely, because of the seriously competition in the Soda Ash market, the price war becomes a tendency of Soda Ash industry.The global economic recovery is weak in 2014, the pressure of the domestic economic downturn is increasing. The export can save the oversupply of Soda Ash, while the domestic demand is limited. Because the domestic Soda Ash is mainly exported to Southeast Asia which makes the competition is intense in the target market. How to get advantages in the serious competition is an important research for Dahua.Firstly, analyzing the characters of the current marketing by introducing the industry background of Soda Ash, this article propose future problems. Secondly, this article use PEST analysis method to introduce the macro environment which the company is facing, including economic environment, political environment, social culture environment and technology environment, adopt Michael Porter's five competitive forces model to analyze the market competition. And then this article use SWOT analysis matrix in accordance with the current Soda Ash business, present the strengths and weakness of the current export business and the future development and challenge. Thirdly, after the market segment, the company focus on Southeast Asian markets, make a research on export strategy, focused on the 4P marketing theory, the article introduce the market strategy of Dahua Soda Ash, including product, price, place and promotion, etc.The analysis and research in this article is not only available for Dahua Soda Ash, but could also give some reference to other similar companies.