Research On The Marketing Strategy Of G Seals Company

G company is a state-owned SME(small and medium-size enterprise),which provide rubber and plastic seals mainly for heavy industry enterprises.As the need of seals declining,and the credit risk is raising,the incomes of G company have being fallen for 4 years,and approaching to the Break-Even Point.G company is at the critical period now.The descending is mainly due to the lack of marketing strategy,for instance,the target market chosen is unsuitable,the market position is unclear,the marketing channel is single,all these factors restrict the development of G company.This paper intends to make an analysis of G company on the strategic theories and marketing theories,and try to offer an optimal marketing competition strategy.First,base on the methodology of PEST,this paper analyzes the macro environment of the seals companies from the scope of politics,economy,society and technology,and then come with the features of the rubber and plastic seals industry,using the Five Competent Model,this paper evaluates the competition status of seal products.Then,evaluates the interior factors,point out the problems of G company,base on the methodology of STP and SWOT,try to get a optimal market strategy for G company.This paper argues that,the high-end market such as military industry,nuclear industry,wind-power industry,and the components market such as automobile industry are the target market of G company,for different market,G company should have different market position.After the establishment of the enterprise vision and mission,this paper set the market targets for G company,and point out the implementation process.According to 4P theory,this paper gives out the combination marketing tactics and the control methods...