Study On The Marketing Strategy For Huafeng Pesticide Company

Now, in most of the pesticide enterprise the employees'quality is under normal level, management backward, creative ability in short, service hysteretic, enterprise culture unable to meet the demand of new development. The future development tendency is like that the industry will get normalized, entry of foreign enterprises will eliminate some bad managed enterprises, green barriers will eliminate some enterprises, big enterprises home and abroad will compete with the mediocre and small enterprises by making use of their comprehensive advantages in money, technology, service, brand, management. Therefore, the mediocre and small enterprises have to take existence and development into consideration with a viewpoint of strategy, in which the marketing is one of key points. With respect to the above mentioned, this essay tries to make study on marketing strategy for a Huafeng pesticide company that the author once worked in, hoping that it may take some reference function to the pesticide enterprises.This essay firstly introduces basic theory in enterprise marketing strategy. Then, it makes a systematic and complete comparison and analysis on the external environmental factors the enterprises are facing such as globalization, politics and laws, economy, social culture, technology, industry development tendency, competition. Meanwhile, it makes a deep and detailed analysis on the internal environmental factors such as organization structure, enterprises quality, vitality, resources, products and marketing. As a result, it defines the chances and threats that the enterprises are facing externally and advantages and disadvantages that the enterprises are holding internally. Based on this, the essay establishes external factors evaluation(EFE) matrixes and internal factors evaluation(IFE) matrixes by using the analytic hierarchy process (AHP) in order to make a concrete evaluation on the external and internal factors for the enterprises. After a deep analysis and diagnosis on the marketing situations faced by Huafeng Company, with respect to the currently existing problems, the author designs a new marketing strategy combination. In the end, the essay makes analysis on implementation of the new marketing strategy combination, presenting a process of implementation of the new marketing strategy combination both theoretically and practically.