The Research On Sales Stategy For Polyethylene Products Of RA Group’s Subsidiary In China

Polyethylene(PE),a synthetic resin with simple structure and wide applications,is polymerized with ethylene.It is an important chemical raw material mainly used for the film production of agricultural,food and industrial packaging coating for wire and cable,etc.In 2022,due to the soaring energy price caused by the conflict between Russia and Ukraine,the international crude oil supply becomes tight.It leads to the dramatic increasing of polyethylene product feedstock’s price increases,and the PE profits shrink sharply.In terms of downstream demand,because of the trade friction between China and the United States,some domestic factories have relocated to Southeast Asia countries to reduce production costs,resulting in the transfer of product orders to Southeast Asia and the contraction of some downstream demand.Coupled with the inflation and concerns about the global economic,the manufacturers face the challenges of weak demand and high costs.The CNY exchange rate continues to depreciate,charging additional cost to Chinese importers.Meanwhile,with the continuous increase of domestic production capacity,the phenomenon of overcapacity is becoming more and more apparent.The overall supply exceeds demand,decreasing the import of polyethylene products year by year.In such an economic environment,the polyethylene market is under great pressure.In this thesis,taking RA Group’s China subsidiary as the research object,it’s polyethylene marketing strategy optimization is systematically analyzed.First of all,the core concepts of marketing and related researching theories are completely researched in details.The main problems include: lack of competitiveness of products and unstable supply;quotations deviating from the market,lack of discounts or compensation for customers’ prices,cumbersome process of splitting orders and quotations;lack of sales system,unclear review of upstream and downstream qualifications;inadequate provision of preliminary information,poor timing of late bookings;poor awareness of participation in technical meetings on industry development,lack of advertising mix strategy,weak customer relationship management.The reasons for the above problems include: fierce market competition on the product side,unstable supply of product suppliers and long transaction cycle;weak price grasp on the pricing side with less contact with terminal factories,insufficient attention to customer satisfaction and loyalty,and restrictions on settlement currency;lack of system awareness on the distribution side,and sales staff’s excessive pursuit of performance and therefore neglect of suppliers and customer reputation;limited information collection and provision on the service side In terms of service,the information collection and provision is limited,the transaction cycle is too long,and insufficient attention is paid to technical conference participation and customer relationship maintenance.Then,based on the general situation of China subsidiary of RA Group,it’s marketing status is completely analyzed from the five aspects,which includes product,pricing,distribution,service and communication.And the main problems in all aspects are identified.Thirdly,the macro marketing environment of RA Group’s China subsidiary is analyzed from the aspects of politics,economy,society and technology.The micro marketing environment is sorted out from the industry environment,suppliers,competitors and customer needs,and the internal environment is analyzed from the aspects of enterprise resources,enterprise capabilities and value chain.On this basis,STP is used to expound in details of the market segmentation,target market selection and market positioning of polyethylene products in China subsidiary of RA Group.Based on this,we propose specific implementation and recommendations for the optimization of the marketing strategy of polyethylene products of RA Group’s China subsidiary in terms of product demand optimization: increasing product range,developing calibration market,increasing spot model;price and cost optimization:customer-oriented and competition-oriented pricing,innovation of transaction payment methods;channel convenience optimization: customer convenience,partner convenience,emerging market development and channel distribution strategy;communication and promotion optimization: relationship management strategy;Service strategy optimization: support services for products and logistics,etc;Finally,the specific guarantee measures are proposed to the marketing strategy of RA Group’s China subsidiary from the aspects of company system,human resource,training and financial and development.