Marketing Stragy Study Of ABC Tower Crane Company

In China, construction industry is developing rapidly in recent years. It leads to increased demand of building equipment. However, the building equipment market is also much more competitive than ever due to increasing number of players. Using latest marketing models, especially 4Ps, 4CS and today 4Rs marketing approaches, the author investigates her familiar company ABC, the world famous tower cranes company, market development history in China. From marketing perspective, it investigates the reasons why ABC company was not profitable during its JV period and her related marketing problems. It also studies ABC's strategic change in China after converting its subsidiary from a JV to a WOFE. The story behind ABC company becoming profitable in China is highlighted.This article uses 4Ps, 4Cs, 4RS marketing models to template ABC Company's successful marketing strategy. ABC company formulated her marketing strategy by proper market segmentation and SWOT analysis, which positioned ABC company as manufacturer and marketer for 40tm and above cranes. The selected market was further segmented by using buying center model that enabled ABC company to be further focused on targeted customer group. The integration of different marketing models including 4Ps, 4 Cs and 4Rs is studied and analyzed.Through the case study of ABC company, the author believes good integration of 4Ps, 4Cs and 4RS contributed to the marketing success of ABC company. 4Ps, 4Cs and 4Rs are irreplaceable by one another. 4Ps is basic marketing tools for enterprises; 4Cs is a customer oriented marketing approach; while 4Rs is relationship marketing which emphases return for the enterprises.Based on findings of the study, the article states that any marketing strategies should be geared with the return of the enterprises. Customer focused should always be the guideline for any marketing activities. Enterprises should adjust 4Ps, 4Cs and 4Rs models based on their own situation and competitive environment. 4Ps are the basic marketing tools. Strengthening the relationship with customers, speeding up the response to the market, emphasizing the relationship marketing are the keys to return for the enterprises.This article can be used as reference for formulating marketing strategy for ABC company as well as guidelines for other Chinese building equipment industry.