Research On Marketing Strategy Optimization Of WR Cement Factory In Laos

As the earliest cement production enterprise with the largest output and the highest quality in Laos,Laos Vang Vieng Cement Plant not only sells its products to the domestic market of Laos,but also has certain trade relations with other countries.At this stage,as Laos’ neighbor China’s economic strength continues to improve,especially after the implementation of the the Belt and Road policy,more and more Chinese enterprises enter the Laos market,including the cement market.For Laos WR Cement Plant,more competitors are added.In order to avoid being defeated by the new competitors in the cement market,Laos Vang Vieng Cement Plant must strengthen the upgrading and transformation of its own marketing strategy,and carry out necessary reforms according to the current situation,so as to better adapt to the changes in the market and continue to maintain its leading position in the Lao cement market.This article is divided into six parts to explain the marketing environment and the marketing strategy used by WR Cement Plant,and to seek the effective marketing strategy of WR Cement Plant.Its main contents include: The first part is introduction.In this part,first of all,the research background of this paper is described in detail;Secondly,the relevant research results at home and abroad are introduced in detail;It also points out the research content and technical route of this paper,and explains the marketing plan and innovation points adopted.The second part is the basic theory of marketing strategy.This part gives a detailed description of the relevant concepts proposed in this paper,especially a detailed analysis of the marketing concept.Not only that,this part also expounds some current marketing theories,such as PEST analysis theory,SWOT analysis theory,STP theory.The third part analyzes the marketing environment of WR Cement Plant.The main contents include the macro environment analysis,micro environment analysis and industry environment analysis of WR Cement Plant.The fourth part is the current marketing strategy of WR Cement Plant.It includes the basic introduction of WR Cement Plant,the company’s product mix strategy and promotion mix strategy,etc.In addition,this part also analyzes the four major problems currently existing in the company,and re selects and repositions the target market of WR Cement Plant.Based on the analysis results of the fourth part of this paper,and the summarized opportunities,threats,strengths and weaknesses.The fifth part optimizes the marketing strategy of WR Cement Plant from four aspects: product mix strategy,pricing strategy,distribution channel strategy and promotion strategy.The sixth part is the conclusion and prospect of this paper.At this stage,Laos is in a period of continuous economic growth,and also in a period of promotion of the Belt and Road policy of the Chinese government.For the domestic market of Laos,the market changes very violently.For the domestic enterprises in Laos,it is the time for enterprises to consider changes.Therefore,the Vang Vinh Cement Plant in Laos is taken as the research object to study the current situation and development of the cement market in Laos,hoping to find the specific development situation and upgrading path of Laos enterprises.