The Marketing Strategy Of SD Laminate Flooring Products

The market of Laminate Flooring Products in China is developing fast and has been becoming the high mass consumption since it was introduced to China in 1995.The Market potential is big while the state going on implement of the Sustainable Development Strategy and striving for a completely comfortable life.Vast market is attracting lots of investor and resulting in producing capability increasing sharply and the number of competitors of same scale being more and more. The management of the market is not normalize, shoddy commodities occupy quit a lots of market share at present. Too many Brands of products with intensive competition account for hard price war, exactly is the same as the situation of color TV market in 1996, when CHANGHONG launching the price war. Any commodities had to pass through the life cycle as below: being born, grown up, maturity, decline and fall. Price war is the herald of being maturity and integrating process of market. Imitation brand will have to exit while leading brand will be more powerful in the market after that..Being the one of the biggest manufacture in China, SD Forest Products Co, Ltd. grew smoothly before 2001. Unfortunately, in 2002.SD has some problems in the market and lost the market share quit a lot. By this thesis we study SD by the PECT analysis (Political, Economic, Culture, Technology), Potter analysis, Subject and Object of the market analysis, SWOT analysis etc. finding out the reasons of theproblems. Then make serious decisions including market segmentation, the target market selection and market location. Finally establish systematically market strategy, marketing mix that is available and operational .to achieved the goal of 2003. The paper is corresponds in the facts of enterprise and consist of seven chapters.As there is only 7-year-history of this industry, the application of modern marketing theory is quit few . The research is not easy and should the first try in this field, hoping to cast a brick to attract jade and finally contribute to the industry in future.