Study On A Company's Marketing Strategy In China

In recent years,with the rapid change of marketing situation and consumer behavior,business marketing becomes more and more important part of brand management.The concept has changed from the product-oriented to business market-oriented,in a bid to earn more share in the market.The feasible market strategy is of vital importance in brand management and securing market share for any company.This thesis focuses on the study of A company,which is a small-sized foreign-owned company owning a sanitary product brand entered in China in the end of 90 s.At the beginning of this study,the market situation of the company was introduced,followed by PEST analysis for its external environment,Potter's five forces for competitive environment,while identifying the opportunities and threats of its industry;Later,through observing and summarizing its internal situation,the strengths and weaknesses of the company were identified.Finally,by SWOT model,a market strategy was made and selected along with its implementation guard and conclusion.This paper asserts that with limited resources,A company may have difficulty in occupying tier-1 market by traditional approach,which shall be replaced by e-commerce channel along with market segmentation strategy to concentrate on high-demand region and re-lay out sales channel,so as to enter to the business blue ocean and re-establish its brand image.The conclusion of the paper is that based on the real market situation,with analysis of its internal and external facts,A company should make good use of its new competitive channels and segmented products,and differentiated and cost advantages in different competition,position it in middle-end among foreign brands to expand market,so as to establish its brand advantage re-earning recognition and trust from consumers.This paper is also as a reference that values smaller and middle-sized manufacturers facing changing market.