The Marketing Strategy Research On Liby Group's Market In India

Guangzhou Liby Enterprise Group Co.,Ltd.("Liby" for short),is a Chinese fast consumer goods manufacturer,its business line covers development,production,and sales of daily chemical products.Liby is a domestic enterprise,which has half sales volume of the total in Chinese market.With the movement of globalization,Liby marches towards the international market.To meet its development strategy,Liby has made India a main target market for years.It was an unfamiliar market,during the time,Liby was impacted all around in competitors,sales channels,brand influence and international standard threshold,etc.Based on the theories of marketing and competitiveness,and combining with Liby's practical condition and the background of daily chemical industry,the research analyses internal and external sales environment from macro,medium and micro views firstly.The Company should know its strengths and weaknesses,and the opportunities and challenges in Indian marketing.Then,make sure the Company's position in Indian marketing,and analysis two explicit target customer groups.For them,marketing strategy will be used to develop different product strategy,price strategy,channel strategy and promotion strategy.Finally,the thesis also puts forward some effective measures,include how to promote Corporate Image,how to enhance core competitiveness and avoid trade risk,localization strategy,which will guarantee the implementation of the marketing strategy.These measures will be not only the foundation and driving force of Indian marketing development,but the necessary measures to enhance the Company's international management level and market competitiveness.Focus on Liby's actual management performance and Indian marketing environment,the thesis strives to make a comprehensive systematic approach to marketing strategy and safeguard measures for Liby's daily chemical product in Indian marketing.Therefore,lay a solid foundation for Liby to enter the international market,at the same time,generalize the use of Liby's products.