TBC Company Marketing Environment Analysis & Target Marketing Strategy Designing

Marketing is one of the basic functions in the company including non-profit organization, which is in charge of providing the service to the customers, handling the relationship between the intermediary organization and external support organization, such as the distributors and the advertisers. Many persons who study the marketing but without many business experiences just think that marketing is sales and advertise. The marketing includes sales and advertise indeed, but the scope of research which is not as far as above. So perhaps the best way to explain the scope and the essence of marketing is to give some concrete example about marketing. The article reveal the whole course how to design the marketing of A machine equipment company.This thesis takes the TBC Company as an example. The company entered the market of the main land because the original customers of the company entered the market of the main land to enlarge their business, so the first two years of entering the main land, the company could finish the original customers' business then. Accompanying with the saturation of the original customers' investment, the business of the company in the main land decrease gradually, so the company has to consider the marketing development strategy of the main land, and improve the brand celebrity in the market of the main land. Through the compilation of its marketing plan, it can provide an example for the compilation of the marketing plan of China middle-small machinery manufacture enterprise, and provide an example for further explorations and extension.This thesis include the following four parts: TBC company marketing environment analysis function and target market marketing function, TBC company marketing environment analysis, TBC company target marketing strategy set up and TBC company target marketing strategy start implementation.The first part is about TBC company marketing environment analysis and the function of target marketing strategy. Different equipment suppliers and competitor have different marketing environment. From the view of customers, the most is from Taiwan. The original TBC company is a engineering company, now TBC company changes as equipment manufacture. It is necessary to set up the target marketing from the change of customers, the product cost compose and market competition.The first part is about TBC company marketing environment analysis and the function of target marketing strategy. Different equipment suppliers and competitor have different marketing environment. From the view of customers, the most is from Taiwan. The original TBC company is a engineering company, now TBC company changes as equipment manufacture. It is necessary to set up the target marketing from the change of customers, the product cost compose and market competition.The second part is about TBC company marketing environment analysis. From the view of macro, food industry has a good develop strength, a large chance is occur in food industry, the enormous develop space is occur in food industry in the future. From the view of micro, food packaging machine have a fast speed develop in china, food packaging machine is from product to the research of product, The high-tech product need import. From the view of TBC company competition environment analysis, we can see the strength competition of food machine industry. The famous foreign manufacturers enter into china. At the same time, food industry develop push the development of food packaging machine. From the above analysis, TBC company's customers are concentrate on beverage, beer, diary and oil industry. Supply the integration solution for customers, develop the new product, become the leader of market.The third part is about TBC company marketing strategy set up. Through the analysis of product life time, the analysis of product Boston matrix, the analysis of the product compose and the analysis of market, TBC company's product is concentrate on beverage industry, diary industry, beer industry and oil industry. Target marketi...