Marketing Strategy Of PG Products Of CS Company

Propylene glycol(PG),as a chemical raw material,has experienced rapid development and the industrial grade market has reached saturation.In recent years,PG downstream demand growth has been slow,industry rationalization and consolidation has been proceed,and barriers still exist in pharmaceutical grade.Domestic capacity expansion has stopped and low efficient and polluted plant has been phased out.Competitions are expected to intensify,the current situation is negative growth in capacity,oversupply in industrial grade but pharmaceutical grade rely on imports.The main downstream applications of PG are still unsaturated polyester resins(UPR),polyols(PPG)and functional liquids.Although the main downstream UPR and PPG have capacity expansion,but actual demand has no significant improvement.However,with high quality requirements from customers,some high-end applications still guarantee the demand for propylene glycol.Domestic suppliers are still active in export market amid current weak demand market.CS as the only hydro-PO technology PG manufacturer,PG pant has not been fully loaded since plant on stream;CS PG product is facing a breakthrough problem.Marketing is very critical for the company’s operation.Dynamic monitor the market and follow the trend,quick response and set the right strategy to in line with the company.This dissertation takes CS propylene glycol product as an example,uses PEST to analyze the macro environment of CS and Porter’s five-force model to analyze the competition structure of the industry from various aspects.The opportunities and challenges of CS are analyzed by SWOT tools.Based on the analysis of the marketing environment of CS,the market is subdivided according to STP theory,and the target market is selected according to the three subdivision criteria of geography,application and customer factors.Propose the marketing strategy framework base on the market positioning of CS.Based on the analysis and determination of marketing strategy,started to develop the marketing strategy framework of CS company.Optimize the company’s current 4P strategy;comprehensively consider the questionnaire and third-party reports to conduct research on the rationality of the final results,so as to ensure that the marketing strategy developed by CS Company has good feasibility.