A Research On Marketing Strategy Of T Company

As a top elevator parts manufacturing company in China,since its establishment,T company has grown from scratch to its current leading position in the industry with its excellent product quality and core competitiveness.However,the overall internal operation of T company has greater hidden dangers.In the domestic sales segment,nearly 90% of its business relies on the top 10% of key account,and the sales performance in the customer group with annual shipments of less than 1,500 units is very unsatisfactory,and the product differentiation is not enough.The existence of shortcomings such as in place,the price has no advantage in the competition,and the marketing department’s function is too single,which greatly restricts the pace of T company’s development.Therefore,develop new small and medium-sized customer markets and tap the share of existing small and medium-sized customers,formulate a reasonable product structure and reposition the product market to maintain a stable company development status,and at the same time help T company gradually achieve sustainable development goals.In the research process of this topic,T company was selected as the main research object,carried out analysis activities for its marketing environment,and summarized what factors caused T company’s market share to be unable to increase accordingly.Refer to the marketing 4Ps theory,industrial product marketing theory,etc.,to elaborate on the topic selection environment and research content.Then combined the analysis results to summarize the current marketing loopholes of the case company,that is,the lack of competitiveness of the product,the unclear market positioning,and the weak marketing team.On this basis,understand the development environment of the enterprise,and combine STP strategy analysis and industry competition situation to design marketing strategies in a targeted manner.Shifting to small and medium-sized customers in market segments,researching and developing affordable products in product positioning to impact the midand low-end markets,and combining incentive price strategies to achieve the goal of increasing market share.Although part of the profit has been sacrificed and investment in research and development has been increased at the same time,in the context of the general decline in industry profitability,innovation and development of blank markets will help fill the profit gap caused by the decline in sales.Finally,some safeguard measures are listed for the implementation and landing of marketing strategies.This research provides feasible suggestions and optimization direction analysis for T company’s future marketing strategy,and can also help other companies in the industry provide more scientific development directions for reference.