Marketing Strategy Case Study Of T Cosmetics Company

In recent years,e-commerce in China has been rapid development,the electronic commerce has become more mature and be accepted by the vast number of consumers,through the Internet to provide products and services,suppliers can at low cost quickly reach the market segmentation.In the rapid growth of the cosmetics market,the proportion of sales of electricity suppliers channel is also growing.Some small and medium-sized cosmetics enterprises to seize the opportunity to quickly develop.The electricity supplier channels as the main sales channels,products include the function of skin care products,function of hair care products,small beauty equipment t cosmetic company as the research object,through the method of case study research.In the case of the introduction,this paper first introduces the general situation of T cosmetics company,including the founder of the background,the development process and organizational structure.Then it focuses on the marketing strategy and marketing strategy combination of T cosmetics company in 2013-2015,including the current situation of product strategy,the current situation of the channel strategy,the price strategy and the promotion strategy.Under such a combination of strategies,3 years,T cosmetics company achieved sales revenue grew rapidly,far exceeding the industry average growth level.In the part of case analysis.In this paper,the use of PEST model of T company's macro environment,using Porter's five forces model to analyze the competitive environment of the industry,and through the SWOT analysis,obtains the advantages and disadvantages of T company and faced with the opportunity and the threat,and with the STP strategy theory analysis of its marketing strategy.At last,using 4P theory to analyze the marketing strategy of T company.Through theoretical analysis,this paper argues that t brand can be achieved initial success factor is to adapt to the characteristics of commercial channels and fast market reaction and the pace of adjustment strategy,brand positioning accuracy,the function of the product and strong pertinence and effectively obtain the share of market segmentation.T company achieved success in the stage of experience,for China's small and medium enterprises in the electricity business channels how to better develop,has a certain reference value.