Research On Marketing Strategy Optimization Of HZ Chemical Company

Due to the development of China’s economy,there is a surge in demand for the usage of chemicals in the Industrial and Agricultural sectors.With the growing opportunities in the production of Chemicals,the competition in the market became fiercer.The traditional chemical industries could not meet or catch up with the latest technological advancements and lost their dominance in the market to the newcomers.HZ Chemical Company being new,had to face tough competition from other industries.We faced issues with our marketing strategy in the initial stages of the company which impacted the growth &development of HZ Chemical Company.Therefore,the company needs to optimize its marketing strategy to improve the business & maintain a better competitive position in the industry.This paper focuses on the HZ Chemical Company’s marketing status,summarizes the problems with the implementation of the marketing strategies,and puts forward the optimization of the marketing strategy,its countermeasures,and the safeguard measures as per the problems faced.Based on the marketing mix theory,STP marketing theory,4P theory,and the theory of marketing strategy optimization of chemical companies at home and abroad.The problems of the marketing strategy and optimization scheme of HZ Chemical Company were studied using Literature retrieval,Case study,Questionnaire survey,Interview methods,and PEST analysis method.Porter’s five forces model was used to analyze the Micro marketing environment,Macro marketing environment,and Industrial environment of HZ Chemical Company.It was determined that the company’s marketing strategy had problems such as unclear market positioning,weak brand construction,insufficient pricing strategy basis,single marketing channel,lack of innovation in promotion means,etc.On further analysis,the reasons for the problems were analyzed.By applying the STP Theory,the market position of the HZ chemical enterprise,and the problems existing in the current marketing strategy were finally visible.The optimization plan of the marketing strategy is given from the four aspects of commodities,price,marketing channels,and promotion,and the guarantee measures such as financial management and capital guarantee,cost and procurement control guarantee,product supply and logistics guarantee,and human resources guarantee were proposed for the implementation and the optimization of the marketing strategy.