Research On Marketing Strategy Of Polypropylene In Company A

Since China’s accession to the WTO,a large number of overseas investors have entered the domestic,and competition in various industries has become increasingly fierce.In particular,the long-controlled petrochemical industry has entered a period of rapid expansion.The commissioning of a large number of emerging devices has brought a new round of impact to the entire petrochemical industry.As the first batch of large-scale Sino-foreign joint venture petrochemical company in China which had his unique market share with polypropylene products in the past,Company A is now facing the new challenges in this market position as well..Polypropylene,one of the five global universal thermoplastic resins,is polymerized from propylene monomer.Polypropylene is usually made into granules and is commonly used in the manufacture of plastic products such as wire drawing,weaving,fiber,film,extruded tube sheet,injection molding,blow molding and etc..It has high impact resistance,mechanical properties,obdurability and strong chemical properties.Polypropylene has a wide range of applications in the industrial field and is one of the most common polymer materials.The market for polypropylene is mainly in Europe,North America,Latin America,Asia Pacific,Middle East and Africa.China is the world’s largest polypropylene processing market.The market end users of polypropylene can be roughly divided into automotive,packaging,electrical and electronic products,consumer products,building materials and other industries including agriculture,medical,furniture and so on.Marketing strategy is an important topic in modern enterprise management.The marketing strategy is the core of an enterprise in its operation management.The research and formulation of marketing strategies will directly affect the operation and development of enterprises.This paper discusses the current operation status of Company A and analyzes and explores its polypropylene market and marketing strategy which help on the marketing decision of A company’s polypropylene products.This paper starts with the analysis of domestic and international petrochemical market,and studies the current market supply and demand situation and future development trend of domestic polypropylene products.Combined with the internal and external business environment and the knowledge principle of MBA to analysis the opportunities and challenges which faced by Company A’s polypropylene products.This paper has made a serious study on the selection and market positioning of the target market of Company A’s polypropylene products,and put forward suggestions and ideas for the implementation of polypropylene marketing strategy in line with the actual situation of Company A.Firstly,the background and significance of the dissertation are expounded in the first chapter,as well as the theoretical basis,research direction and the specific methods of this thesis.As the second chapter,literature review is based on the existing available studies on polypropylene marketing.The third chapter has listed the current situation of Company A’s polypropylene business through the investigation of Company A,and it provides a general strategy choice,which clarifies the choice of Company A’s overall strategy and competitive strategy.In the fourth chapter,according to the analysis tools such as PEST analysis and Porter’s five-force model and SWOT model,a comprehensive internal and external environmental analysis of the polypropylene in business of Company A was carried out.The fifth chapter designs the marketing strategy for Company A:explore multi-channels for marketing to expand market share;while continuing the research and development on the product to expand new application areas,tapping potential customers’ needs;’Consumer Oriented’-providing multi-faceted value-added services to obtain an efficient purchasing experience for consumers to enhance customer cooperation.Through these three different dimensions,it is determined to improve the market competitiveness and brand awareness of Company A’s polypropylene business.Chapter six summarizes the measures required to implement the polypropylene marketing strategy.The last chapter is a summary of the full text.The meaning of this paper is to combine the marketing strategy theory and the internal and external environment of the current Company A’s polypropylene business,through research and investigation to develop a marketing strategy plan for Company A’s polypropylene business which will be suitable for further sustainable development.At the same time,it can give certain reference to other companies in the same industry.