Research On Marketing Management And Strategy Of EM

With the rapid economy development and the living standard improvement of China,Chinese consumers are yearn for the high-end demand of the condition that has significant effected on the domestic consumption market.In the globalization of production materials and market globalization today,it is of practical significance to learn from foreign advanced technology and imported advance goods to services China consumers.EM is small trading company and one distributor of Finland Teknos brand paints in China.Cause by the situation of the intense Sino-USA trade war and the domestic market slow down,the business of EM is getting harder and harder.Internal problems are financial pressure and inventory danger cause by no implement of systematic marketing strategy;External issues are the competitors grab of EM's existing market and Teknos market strategic of China change to the priority of direct-sale instead of the agent and distributor.how to survive,EM?Firstly,using the tools of economic theory of PESTEL to analyze the macro-environment,and research market demand of exterior wood industry coating,perceive the superiority and weakness of Teknos paints contrast with the competitors and EM's resources of the disadvantages and advantage.Based on the above research and analysis,apply the SWOT tool to find out the solution of market strategy in the future.Secondly use STP tool to discern the character of competitive strengthen to targeted market selection and brand positioning of Teknos in the mind of the consumers,EM decide to devote to the segmentation of wood-aluminium window paints and wooden house paints marketing.Then apply the 4P+4C tool to develop marketing strategies of the four perspectives: product demanded by market,price accepted by consumer,promotion to closely communicate with consumer,place to convenience and benefit to consumer by EM directly purchase from EU Teknos to reduce the cost to achieve good competitive price.thirdly,how to ensure strategic implementation? First measure is to ensure the stability and sustainability of Teknos brand;second measure is the management and controlling of enterprise risk,including investment risk,capital flow risk,inventory risk,exchange rate risk,contract risk;third measure is to attract the capital and talents to innovate in technology,management,market development;the last one is to learn from the successful experience of excellent enterprises to improve marketing ability and market competitiveness.