Research On Adhesive Marketing Strategy Of W Company

In recent years,China’s adhesive market has achieved fast growth because of the strong growth of the national economy,average growth is around 8%.With the further expansion of market demand,China’s adhesive market will be keeping fast growing.Many local and foreign adhesive companies are aware of the huge potential market in China,most of them have made new or adjusted their current strategies,with hope to take more market share.W company is Germany company,entered Chinese adhesive market since 2007,they have knowledge of the market already.but due to the number of foreign and local adhesive suppliers is getting bigger and bigger,and more types of adhesive products are supplied to the market,so the market competition is getting more fierce.W company’s current marketing strategy can no longer meet the complex competitive demands,So,they have to develop new marketing strategies to get them stand out from the competition and occupy more market share.This paper firstly introduces the general situation of the whole Chinese adhesive market and analysis competition status,it shows that the market will be keeping fast growing.Competitors are relaying on product localization,improving the selling point,using a variety of new marketing strategy to improve their competitiveness,in order to gain more market share.Then,use SWOT tool to systematically analyze the current situation of W company,the conclusion is the external environment is very positive for W company,but the internal environment will restrict the development of the company.Problems are:long delivery time,high price,rely on direct sales channel,limited promotion,etc.Based on the 4Ps tool,a new marketing strategy and implementation suggestions are provided,which is product localization,new pricing strategy,combine direct and indirect sales,and involve more promotion strategies,in order to expand the company’s market share and improve sales performance.Hope this paper will help W company to establish competitive advantages,get more market share and sales increase.Meanwhile,to help the new foreign companies to make market plan for better entering to the Chinese market.