Analysis On Marketing Survey For Purchase Of State-owned Forest Farm A

In order to take part in a auction of state-owned forest farm A, the private company H asked the author to form a team to pursue a study on marketing for the farm.Before involving itself into the bidding of the forest farm, Company H, which has never had its business in the area of forestry, must comprehend some relative important events such as the validity of purchase of state-owned forest by civil capital, significant forestry policies, value of forests in farm A, supply and demand of timber, strength & weakness of the forest farm A, 4 P questions (product, price, placeand promotion) and management plan for the future.The study team checked a lot of materials and visited 52 customers in order to finding out answers of those questions.Study found out that the demand of timber exceeded the supply by the fact that the government control of timber harvest rate strictly. The forest farm A owns 6000 cubic meter permission of harvest rate every year. 4P questions have been studied in this case. Main products of the farm are timber of Japan cedar & fir, which are already mature with high quality. Those products normally are sale to customers through salesman promotion. Prices of timbers are changed by supply-demand factor. By applying SWOT in the study, the study team has come up with a strategic plan for the management of forest farm A in the future basing on its opportunities, threat, strength and weakness. The paper also made prediction to its profit under the assumption that the forest farm A is purchased by 10 million Yuan RMB. Through the case study, the author comes up with some commends on development planningand operation of forest management, and concludes that purchase of forest farm A with the price of 10 millions Yuan RMB is practicable. At the end of study, suggestions and measures are drawn up to avoid risks in forest management practices.