| Avery Berkel,as a famous retail scale manufacturer,is one of the most important retail scale supplier in Europe market,In UK market,it has over 70%market share.As the second largest consuming market in the world,China market growth is much higher than Europe and USA.With good development prospects of China retail market,AB plan to sell its retail scale products in China market.This thesis picked Avery Berkel’s retail scale marketing tactics as its research target,by referring to international and domestic marketing theories.The thesis first made a brief introduction of retail scale industry and company back ground,then based on Analysis result of China retail scale market,it put together marketing mix for Avery Berkel.It used Pest analysis,Porter’s 5-forece module Analysis to define positioning of Avery Berkel and based on its industrial products features,the author selected AB’s marketing mix at the foundation of 4E theory and explained the internal connections of the marketing mix.The mix emphasizes on Value marketing,and elaborates with Key Account marketing,channel marketing as well as brand marketing.In the following chapter,the thesis discussed the details of each marketing mix and its application within the company.Avery Berkel,as a traditional industrial products manufacturer,has met issues most companies would have met during its operation and development.The research of AB’s case will not only provide some guidance for its marketing activity in China but also provide some reference for the companies within retail scale business. |
