The Research Of E Company For PMI Rigid Foam Product’s Marketing Strategy

As an ideal interlayer core material in composite industry,PMI(polymethacrylimide)rigid foam is widely used in many applications due to its excellent performance and light-weight characteristic.E company,the global supplier of PMI rigid foam,was the first to bring its PMI foam product into China market.With its advanced technology and stable quality,E company’s PMI rigid foam used to dominate the domestic market.However,with the continuous demand growth of domestic PMI foam market,local suppliers appeared and get growth,which has became a great threat to the E company’s PMI rigid foam product’s market position.In view of the challenges that E company faces in the current domestic market,this thesis aims to find the suitable marketing strategy to support E company’s PMI rigid foam’s sustainable development in China market and to come up with the relevant improvement suggestions and measures.This thesis first makes an analysis of the external environment,including the macro environment,market environment and industry competition status.We can well understand the opportunities and challenges brought by the external environment to E company’s PMI rigid foam.Secondly,through the analysis of internal environment,mainly covering the internal resource and capability,and the analysis of current marketing status,we can find the advantages and existing problems for E company’s PMI rigid foam.Based onthe analysis from these two aspects,the target market of E company’s PMI rigid foam has been re-selected.It is determined to focus on aerospace,automotive,transportation and electronics.Meanwhile,its new positioning will be taking the leader of the global PMI market that relies on mature supply chain and perfect quality system recognition to provide customers with precision products and service.Suggestions have been made from product,price,place and promotion with industry focus,intensifying the product line,different pricing,combing direct sales and distribution channels and promoting its brand via sales,media and public relations so as to achieve positive corporate and product image and long term development.The study can serve as the references for the future development of E company’s PMI rigid foam.In addition,it can also be referred for peers with the joint ambition of promoting the development of composite industry and PMI rigid foam.