| With the normalization of the global COVID-19 epidemic and the development of the global digital economy,the international and domestic economic situation has become more complex and changeable.All industries are suffering new development opportunities and a series of new challenges.Especially during the outbreak of COVID-19,the global industrial chain will also find a balance point for the reconstruction of the global industrial chain under the balance of technology,market,cost,government and other factors.Under the background of the vigorous development of strategic emerging industries and the increasing uncertainty in the world,graphite is one of the important supporting materials for traditional industries and emerging industries,also indcluding non-metallic mineral products,what’s more,it has received lots of unprecedented attentions recently.SG is one professional graphite producing and sales company in China.Its main products are kinds of natural graphite and relevant deep-processing products.Under the deepening of supply front structure reform in our country,the graphite industrial structure has been changing,SG Company is also facing the problem of product structure upgrading.At the same time,The costs of graphite mining in China had rised frequently,.Under the frequent changes of international foreign exchange and the impact of imported graphite from Africa on China’s graphite industry,SG Company’s operation and management process and further market development in Turkey’s have encountered some obstacles.Under the serious economic downturn and currency crisis in Turkey,It is the first time for SG Company in turkey market to decreased in the Q1 2019.SG Company’s marketing channels and risk control ability will face new challenges.In order to provide SG Company with growth strategy research in Turkey,I have made specific analysis from the following four points:First of all,a brief overview of the international and domestic macro-economic environment.By PEST model,we analyze Turkey’s current political environment,economic environment,social and cultural environment,adding social scinencesl environment,and then analyze the development trend and market forecast of natural flake graphite industry.Then I analyze SG’s market in Turkey via Porter’s five forces model.Secondly,according to the current situation in Turkey and the actual situation of SG Company,I use SWOT(Strength,Weakness,Opportunities and Threats)to analyze SG company comprehensively.It is concluded that SG Company has rich graphite resources and high product quality control standards,famous brand advantages and strong comprehensive competitiveness.However,due to the lack of marketing management and risk control in Turkey market,it is preempted by competitors in Europe and America.Thirdly,using the classical STP analysis method,it subdivides Turkey’s refractory industry market,friction material industry market,new energy industry market,etc.,determines the target market of SG Company’s natural flake graphite in Turkey,continues to penetrate the existing industry market,vigorously develops the market of metallurgy industry such as refractory material,and strives to expand the emerging industry market such as high technology.Finally,According to the current graphite business situation of SG Company,the existing problems and reasons are analyzed by using the 4Ps marketing theory.Focusing on turkey’s specific market,I have carry out the guarantee measures for the implementation scheme.Meanwhile,i suggest that we should put forward the specific marketing design scheme and the guarantee measures in order to be sure that the plan can be fulfilled smoothly.In terms of product strategy,SG Company should implement the combined product strategy,based on the primary products of flake graphite,and gradually penetrate into other products for deep processing graphite and other customers’ needs;in terms of product price,SG Company must implement the corresponding price on the basis of customer classification management;in terms of channel,SG Company should adopt two different channels of distribution and direct sales in different industries;On promotion strategy,SG Company should combine online with offline promotion methods to enhance the marketing strategies.The purpose of this artical is to optimize the marketing plans for SG Company in Turkey and hope that the relevant marketing mix strategy can provide useful help for SG Company’s development.At the same time,the problems which SG Company suffers in market are common,so this article can be used for reference by enterprises in the graphite market to deal with the industrial product’s marketing strategies. |
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