Marketing Plan Of DMC Company In China Natural Gas Industry

DMC is a transnational company, which manufactures and sells measurement and control device for natural gas custody transfer. Recent years, the China natural gas industry has been growing rapidly, while the sales volume of DMC Company keeps the same and causing the market share of senior orifice fitting (SOF) drops down. By analyzing the company' s marketing environment, the key issues are concluded as lacking of enough market information, weak sale power in major blocks and the marketing tactics not agree with the fierce competition.The author firstly makes a brief introduction about the theory of features of market survey and the characteristics of industrial product. Then description about the history and current situation of China nature gas industry indicates the China SOF market has a bright future. By applying SWOT and Competition Advantage methods, the author analyzes the marketing environment and industrial competition condition. Finally, a new business plan is designed to deal with the shortcoming of original plan. The purpose of the newly designed plan is to sharp the competitive edge of DMC's SOF in Chinamarket by improving the tactics on product, price, promotion, place, service and organization.By combining the marketing theory and practice, the author pay much attention on the special features of the natural gas industry to find the most common problems in China market. The work that the author has done can be a platform for the future work of DMC China Marketing Department.