The Research Of Company A For Marketing Strategy Of Double-Layer Underground Storage Tank Product

As one of the top brands manufacturer in underground double-layer storage tank industry,COMPANY A faces not only great development opportunities,but also flinty competition challenges due to the growing environmental protection policy.In the complicated market environment,how to decide the appropriate marketing strategy,is the research area in this paper.This article starts with comprehensive analysis of the enterprises’ external environments,the macro environment and competition situation to be covered in the analysis.And then transferred to the enterprises’ internal environment,such as management,human resources,production conditions,technical strength,marketing,service ability and the financing,etc.During above analysis,key factors have been abstracted,including strengths,weaknesses,opportunities and threats,and take them into the SWOT analysis.Based on the previous research,the direction of the marketing strategy is clearly.COMPANY A needs to consolidate existing market,improve product positioning and market segments,expand market share and develop its differential threshold of product with competitors.After confirming the objective marketing strategy of COMPANY A,a series of measures to optimize the current marketing tactic are brought forward through the marketing theory mentioned above,including market segmentation,target market selection,product positioning,as well as 4Ps and 4Cs contents.In the end,the guarantee mechanism is discussed to assure the implement of the marketing strategy,such as the construction of enterprise culture,incentive measures and learning organization,etc.