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Research On Marketing Strategy Of Dongan Grain Machinery Co.,Ltd

Posted on:2005-06-19Degree:MasterType:Thesis
Country:ChinaCandidate:C Q SunFull Text:PDF
GTID:2156360125470775Subject:Business Administration
Abstract/Summary:PDF Full Text Request
With ever furious competition of grain machinery marketing in grain industry and China entering WTO, Harbin Dongan Grain Machinery Co., Ltd. is facing an ever more complicated and severe situation in marketing than before since 21 centuries. The most important issue now to be imminently handled by the Co. is how to face such marketing situation and strive for the survival and development of Dongan Grain Machinery Co., Ltd.The paper analyzes and positions the marketing management and identifies the marketing strategy for the company by using the theory and method of enterprise marketing management and combining with the reality of Harbin Dongan Grain Machinery Co., Ltd.Firstly, the paper analyzes the current marketing situation faced by grain machinery industry and describes the demand theory, SWOT theory and 10P theory. Secondly, the price sensitivity and demand elasticity of grain machinery are analyzed. Thirdly, the internal and external environment of Harbin Dongan Grain Machinery Co., Ltd as follows is analyzed: external environment analysis consists of population, economy, social culture, technique, and global environment; internal environment refers mainly to the industry environment, customer' s features and characters, and various competitors in this industry. The positioning of the company is defined by SWOT analyzing. Through the above analysis, the paper identifies the marketing strategy of the company as 10P: Probing, Partitioning, Positioning, Political power, Public relation, Product, Price, Place, and Promotion. At last the paper describes the implementation of the marketing strategy through a method with "10 steps" that is the combination of theory and practice and allows Harbin Dongan Grain Machinery Co., Ltd. to overcome the deficiency of original marketing management.
Keywords/Search Tags:demand theory, marketing situation, marketing strategy, marketing management.
PDF Full Text Request
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