Asphalt Mixing Plant Marketing Strategy Research For Company M

Asphalt mixing plant takes an important role at road construction especially at high grade road construction and maintenance.From 2008 Chinese government's “4 trillion plan” which let blowout market demand for asphalt mixing plant and M company have rapid development;but products they sold are too single,for the reasons of product?price?market positioning,only one type product take the ratio of whole company revenue more than 80%,with the changes of market that will let company M have very high risk,fast development of domestic competitors,more and more international brand entered Chinese market let competition become more fierce.Products' price is decreasing.How to survive and have good development is an urgent issue that M must consider.M is standing at the crossroads.The marketing strategy seems particularly important.So the thesis did lots of investigation to industrial chain,doing analysis to internal and external environment,M company's advantages and disadvantages,using GE matrix analyzed product development trend,using Ansoff matrix suggested and evaluated different strategy choices and then gave company M a long-term development strategic proposal and using 4P marketing methods to do further marketing guidance.The thesis did in-depth analysis to the industry,discussed company M's strategic choice,found its core competence,then give company M a strategic suggestion of how to find an effective sustainable development methods among fierce competition environment.