Study On The Marketing Strategy Of WS Flooring Materials

With the accelerating development of China's economy and the beginning of 13 th Five-year Plan on urbanization,it is expected that there will be a fundamental construction boom including public service facilities and living buildings.The demand for flooring,as a result,is increasing.At the same time,China has also open its domestic market in accordance under the globalization of economy,markets and information,which allows many international flooring brands to enter,bringing not only technology and investments,but also competition.Also,as people's living standard and public awareness about environment improve,the requirements for flooring material quality become higher and diverse.Besides,in the wake of the new normal economic development,increasing costs of material and logistics,and strict environmental policies,flooring industry seems to hit a bottleneck.Based on several mainstream marketing theories,this paper aims to study how WS company,which is a small member of flooring industry,can improve its competitive edge to break the bottleneck and rival with other opponents in such a challenging market.First,I will use PEST Analysis and Michael Porter's Five Forces Mode to analyze the China's macro environment and flooring market respectively.Then,by designing a questionnaire on WS company's marketing,I will also use SWOT analysis to discuss its strengths,weaknesses,opportunities and threats.Finally,I will use STP marketing theory to formulate practical and efficient marketing policies for WS company.This paper takes advantage of what I have learned during MBA courses to systematically figure out some advices for WS company.I hope this could do some help to those small and middle flooring companies in China.