The Study On Quartz Powder Product Marketing Strategy Of F Company

With the economic globalization and the deepening of China's economic reform,the external operating environment of Chinese enterprises is becoming more and more complicated.The development of Chinese industries has been diversified,and non-metal industry has become one of the booming industries in China.Quartz powder becomes the most attractive green product in recent years because people pay more and more attention to health and environmental protection.The huge market capacity is attracting a lot of capital into this industry sharply,and the huge market space for development is bound to give rise to more intensely competitive in the low-end market.As the first engaged in mineral development state-owned and technological enterprise in Guangdong Province,F Company was founded in 1988 which is focus on the research,development and production of non-metallic mineral.It has plenty varieties of goods,they are suitable for building materials industry abrasives industry,chemical industry,etc.in domestic market.Since the company started in 2012 processing quartz powder,have passed ISO9001-2000 quality system certification.F Company has some strength in product lines and research and development of technology,but with the huge competition pressure from other competitors,F Company should make market segmentation,market targeting,and market positioning to optimize and improve its product marketing strategies.In this situation,F Company can only win the market shares and enhancement of competitiveness in the fierce competition by drawing up marketing tactics which should be geared to both the market needs and the individual needs from actual conditions.Based on the detailed analysis of macro and micro environment and SWOT analysis,the F Company marketing key issues which exist were summarized and then they were improved in the market positioning and marketing strategy aspects using STP and the 4P marketing theory.Finally,some advises were brought forward in marketing strategy including product strategy,price strategy,channel strategy and promotion strategy and implementation such as building a customer-oriented marketing concept,adjusting the marketing organization,building marketing team,establishing the system of performance evaluation of marketing organizations,and actively promoting the enterprise internal marketing,etc.to ensure the realization of the marketing strategy of the company.