| With the constant development of China economy&science and the improvement of the overall national power,as well as the increasing upgrade from market demand,thus China needs to evolve manufacture to next generation urgently.The Chinese government initially present the magnificent and ambitious plan called“Made in China 2025” in 2015.Our aim is to step into the top rank of manufacture power within next ten years and come up with 5 top projects that incorporates the innovation construction project on manufacture,smart manufacturing project,industrially strong foundation project,green manufacturing project and high-end equipment innovation project.Meanwhile,we need to account for respectively 40%and 70% proportion on the core parts and key primary materials which are self-supplied until 2020 and 2025,and implement the projects of the advanced manufacture on large airplane,aero-engine and gas turbine,marine ship,high-end CNC machines and nuclear power equipment.But these advanced projects must be realized based on some new technologies,new material and new processes.Metal powder injection molding(so-called MIM)is an advanced technology integrating powder metallurgy preparation and near net-shape forming in one together.At the same time it is less or no pollution,energy-saving,material-saving and high-effect green technology;its principle is to take the metal powder as raw material to make various metal products made from metal material.In the meantime,it has the advantages of high utilization rate of raw material,low manufacture cost,low material waste loss,great comprehensive property,high precision and stability,what's more important,this kind of technology can be used to make materials and parts that can't be prepared by the conventional methods.So it is playing the increasingly important role in the modern manufacture and can meet the demand for strategic upgrading.In the paper,we study Zoltrix Material company Co.,Ltd and further analyze and review overall status of marketing sales so as to optimize and adjust marketing strategy accordingly.By cleaning up and discussing the topic background and research significance,so that we have the basic understanding and cognition against the whole situation of metal powder injection process and Zoltrix's status.Firstly,to learn the related theoretical knowledge and refer to the massive document literature,and to take adequate research approach and methodologies combined with huge data reference so that we can comprehensively scientifically analyze and summarize the marketing status of Zoltrix,the current marketing issues include: the unclear product positioning,the inflexible pricing strategy,the unclear marketing target,the weak awareness and ability of the sales team.Next,we apply the relevant theoretic tools,such as PEST model,Poter's Five Force and SWOT method with multiple dimensions to analyze and clarify the macro marketing environment,micro marketing environment and the comprehensive strength.Among of them,PEST model is used to analyze macro marketing environment from the perspective of politic,economy,society and technology;Poter's Five Force is applied to analyze micro marketing environment on the threat of the potential entrants,the threat of substitutes,the bargaining power of consumers,the bargains power of suppliers and the existing competitors with in-depth way.While we use SWOT to dissect the internal strength and weakness integrated the external opportunity and threat so as to design and choose the optimal strategy to meet the short-term and long-term development so as to go to the benign progress.Finally,through the above-mentioned analyze and study,Zoltrix is facing that many problems,for instance unclear product positioning,the high price,the slow system,the lengthy complicated process,the fierce competition with competitors etc.so as to create the marketing strategy accordingly and achieve the positive development on the dog-eat-dog market.After summarizing the marketing problems,we can take STP strategy to segment sales market,determine the target market,and reinforce the positioning in order to expand market share.Given the profit consideration and customer-oriented demand,we can design the appropriate marketing strategy for Zoltrix based on 4P theory,including the following four dimensions: product,price,place,promotion.The more detailed descriptions are to innovate product development upon self-competence and customer requirement;to develop new high-quality customer for long-run stable cooperation;to take flexible pricing strategy;to reinforce the service awareness and skills of sales team;improve the staff quality for the key positions;to reform the internal personnel management system and process.In order to make sure these measures can be implemented smoothly,Zoltrix needs to take actions below,for examples: to strengthen engineering capability by establishing the high level R&D team with innovation awareness;to train sales team professionally;to hire high-quality employees for the key positions;to adjust and improve the internal processes,all can make Zoltrix to get better development. |
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