A Study On Marketing Strategy Of SF Company In Bangladesh

China is the leading manufacturing country of agricultural machinery.In recent years,fast development of agricultural machinery technologies and improvement of agricultural mechanization has been resulting in significant decrease of domestic rigid demand for agricultural machinery and making competition fiercer in domestic market,which forces the agricultural machinery enterprises to develop international market as their important additional economic growth source.ASEAN is one of major international markets of China's agricultural machinery,and China is the largest agricultural machinery importer in Bangladesh.SF Company,whose export business began in the 1980 s,has blossomed into the most influential supplier of agricultural machinery in Bangladesh.Based on the study on marketing strategy of SF Company in Bangladesh?.This paper takes the marketing strategy of SF Company in Bangladesh as study object.SF Company,locating in Jinhua of Zhejiang Province,is a state-owned company engaging in manufacturing,sales and exports of agricultural machinery.Based on the research and analysis of marketing environment in Bangladesh and existing problems and shortages of SF Company in marketing and management in Bangladesh,this paper helps to determine the market positioning of SF Company and put forward the marketing strategy from the four aspects of product,price,channel and promotion by the market segmentation theory and 4PS marketing theory.Most relevant market data illustrated by this paper is from SF Company,its agent CBM and field survey in Bangladesh.Moreover,insights drawn from referent textbooks related to this paper and articles on international marketing strategy provide theoretical support for this study.Through demonstration and analysis,this paper draws the following conclusions: SF Company's market positioning is to be the largest supplier of agricultural machinery in Bangladesh with the professional importers of agricultural machinery as main customers and local dealers as supplemented indirect customers;its product combination strategy is taking traditional walking tractors and single cylinder diesel engine as main products,supplemented with upgraded new machines and harvesters;its pricing strategy is cost-pricing oriented and is to offset cheap competition by increasing brand added-value and upgrading products;its channel strategy is to actively establish cooperation with local dealers and enhance the relationship with local government,to set up new-products' research center with first-hand market information;its promotion strategy includes discount,promotion of new products,advertising,public relations maintenance etc.this paper is intended to serve as a valuable reference for Chinese agricultural machinery enterprises to develop and manage their international market,and is intended to lead to more related researches...