Research On The Optimization Of R Company’s African Natural Rubber Commodity Channel Marketing Strategy

Natural rubber in our country is in the position of strategic resources.In order to grasp the global pricing power of natural rubber,our natural rubber futures financial market is also open,the natural rubber trade volume is firmly ranked first in the world.With the same characteristics as other commodities,such as high homogeneity,concentrated customer demand and large price fluctuations,natural rubber trade is of great importance to marketing channels.Especially in recent years,more and more arbitrageurs participate in the arbitrage liquidation stage,which is particularly critical for the competition of marketing channels,and inevitably channel conflicts.As an established Singapore natural rubber trader,R Company is very professional in terms of products,models,channels and pricing.Since 2018,R Company has been engaged in natural rubber business in Africa on a large scale,and its market share in China has always been at the forefront.Since 2020,the global COVID-19 pandemic has caused mismatch in the global industrial chain,and the supply of natural rubber in Africa of R Company has also been faulted.In addition,as the number of traders participating in the natural rubber trade in Africa has gradually increased,the market competition has become increasingly fierce.The original marketing strategy of R company has been unable to cope with the current fierce market competition environment,especially after competitors began to get involved in the upstream African natural rubber processing industry,R Company’s marketing problems become more and more serious.In terms of the marketing of African natural rubber,R Company still chooses to make use of the traditional upstream pricing advantage and brand effect to develop marketing strategies.However,with the arrival of a large number of goods in the port,due to the reasons of channels,products,pricing and services,African natural rubber has not been well recognized by the market,especially at the stage when traders are in a rush to dispose of goods in large quantities.The problem of channel conflict is particularly obvious.Although the use of African natural rubber in the Chinese market has been increasing in recent years,R Company’s share of African natural rubber in the Chinese market has not increased.How to optimize R Company’s African natural rubber marketing strategy,increase the patency of channels,and keep R Company sustainable competitiveness is an urgent problem to be solved.In this paper,R Company’s African natural rubber products as the research object,based on STP and marketing mix theory,through sorting out R company’s sales products,channels,services and pricing model,using PEST tool to analyze the external environment,combined with the current situation of the industry to analyze the impact of the macro environment.Porter’s Five Forces analysis model is used to analyze the competitive environment and SWOT analysis is used to find strengths,avoid weaknesses,utilize opportunities and avoid threats.At the same time,the market is segmented on the basis of STP theory,the advantages of R company are used to focus on target customers,the marketing channels are sorted out again,and the target customers’ demands are accurately delivered.Combined with the 4P theory,the marketing strategy of R company is optimized,and the importance of marketing channels for bulk commodity marketing is found.At the same time,the channel marketing strategy is formulated according to the problems in R Company’s current marketing.At the same time,the guarantee measures are proposed for R Company’s personnel motivation,performance assessment,staff quality,logistics management and other aspects,so as to ensure the effective implementation of the new strategy.Finally,under the background of channel conflict of high homogeneity of natural rubber,channel marketing optimization strategy is used to improve the sustainable competitiveness of R company,so that R company’s high-quality African natural rubber products can obtain reasonable marketing results,and provide important practical significance and application value for maximizing corporate benefits.