The Marketing Strategy Case Study Of S Company's International Bulk Groceries Chartering Transportation

With the continuous development of the world economy and the constant progress of the logistics and transport industry,international shipping is playing a more and more important role in the economic structure.However,the groceries chartering and transportation are an integral part of international shipping.As trade,finance,services and other fields become more and more co-operative in varying degrees,marketing is also crucial to the operation of GLCC.The predecessor of S Company is a freight transportation company in Dalian.When the company was set up,it took bulk cargo chartering as the core of its business activities.With the acceleration of globalization,S Company has also made good development.At present,it has become a comprehensive large marine logistics enterprise which integrates freight forwarding,warehousing,logistics,ship management,crew] management,bulk cargo chartering and transportation.However,there are still some problems in the marketing process of S Company,such as customer,cost,convenience marketing and communication marketing,etc.This paper discusses the marketing strategy of S Company,and carries out the case background and problems.After that,SWOT analysis,STP analysis,4C analysis and industry competitiveness analysis are carried out on S Company.Through the analysis,we find that the company still has customer strategy and cost strategy in the process of marketing.Convenience strategy and communication strategy affect the smooth implementation of company marketing strategy.In view of the above problems,this paper puts forward a targeted improvement strategy.Finally,according to the improvement of the strategy,this paper puts forward some measures,such as cultural concept guarantee,system regulation guarantee,personnel team guarantee and resource investment guarantee and so on.I hope that through the analysis of this article,S Company can formulate targeted marketing strategy.And it can be used for reference for the development of the company.