The Fourth Harbor Engineering Bureau Of CHEC—The Road Of Future Marketing

This article is composed of two parts. Part I is the of case, which has reviewed the history of The Fourth Harbor Engineering Bureau of EHEC and its marketing and financial conditions in the previous five years, introduced the status of recourses and enterprise distribution of the company, described the developing tendency of macro-economy and changes on industries policies in china as well as the condition of the trades faced by the company such as marine works, road & bridge works, municipal works, water conservancy works and environmental protection works etc.. All these have provided necessary original materials for the analysis of the cases. Part II is the cases analysis. First, it has made industry structural evaluation on the 6 industries faced by The Fourth Harbor Engineering Bureau of EHEC based on the Porter抯 Five-Force Model, and analyzed the external opportunities and threats as well as the internal strengths and weaknesses of the enterprise. And the market has been segmented in details, evaluated, targeted and positioned in this part. Secondly, a series of analysis and selection has been made based on the theory and tools such as BCG matrix, SWOT matrix, enterprise marketing position strategies and product life cycle etc. in order to determine the marketing strategies and measures accordingly.