Research On Toledo's Marketing Strategy Optimization For Developing Chemical Customers

Nowadays precision machining technology is one of the important indicators to measure a country's manufacturing capacity.As an important medium to realize precision machining,the precision,stability and safety of instruments and equipment are also closely related to the improvement of manufacturing capacity.Instruments and equipment are widely used in industrial production and R&D quality control.The production and research and development of chemical enterprises are no exception.Chemical industry is an important strategic development industry of Mettler Toledo.In the past three years,Mettler Toledo's performance in the chemical industry has declined,which has seriously affected the company's overall performance.Mettler Toledo company based in the determination of the chemical industry marketing environment and marketing problems,and optimize the marketing strategy plan,solve the encountered problems in the chemical industry development,integrated development customer demand product portfolio to the chemical market demand,improve the enterprise net profit,integration of advantageous resources,create chemical new marketing channels,and eventually to improve enterprise core competitive ability,the purpose of increasing financial income.This paper takes Mettler Toledo company as the research object,combines theory with practical experience,and analyzes the problems existing in Mettler Toledo company's customer development in the chemical industry by taking market segmentation theory,4P theory,blue ocean strategy theory and long tail theory as the theoretical basis.First,through PEST analysis and Michael Porter's five forces model analysis,we have an in-depth understanding of the external environment faced by Mettler Toledo and the competitive environment it is in.We also provide comprehensive background information for the following problem discovery and optimization strategies.Then,from the above four theories as the instruction,proposed Mettler Toledo company in chemical customer segmentation and the marketing present situation and the existing problems,respectively is: the target segment chemical market selection and positioning precision,marketing products lack of diversity,the weak ability to develop the blue ocean chemical clients,the company ignore chemical industry small and medium-sized customers cause customers loss problem in four aspects.At the same time,according to the problem,put forward the optimization strategy.Finally,in order to ensure the effective implementation of the above optimization strategy,the corresponding safeguard measures are formulated.The purpose of this study is aimed at helping Mettler Toledo company to improve the marketing strategy in developing of chemical industry customers,improve the enterprise net profit,integration of advantageous resources,create chemical new marketing channels,and eventually to improve enterprise core competitive ability.It is also expected that the study can not only increase financial income,but also contribute the practical segment strategies research for instruments and equipment to develop chemical customers.