The Marketing Strategy In China Of Kose Company After An Acquisiton

The mergers and acquisitions (M&A), which were very popular in America in1980's, are spread all over the world in 21 century. But the result of M&A is not as the same simple as that of one adds one equals two. Because the similarity of strategy targets, marketing patterns and marketing structures between the two companies is usually small, it is necessary for the company after M&A to conduct a series reforms to keep itself to be still a healthy organism.The studying scope fall in the rethinking and exploring area of marketing in China after an acquisition of Kose Company. The writer wants to put forward a new thought for marketing of industry companies and marketing reforms for companies after M&A.At the beginning of this paper, the marketing theory is reviewed following a brief introduce of Kose Company and its M&A, and the necessity of marketing reforms is concluded. Directed by the theory of 4P, 4C and 4R, a new marketing strategy and structure is designed. Base on some marketing examples from home and abroad, as well as the reality of Kose Company, the strategies of product, price, place and service isdiscussed in detail.