| In 1989,Yantai CMC Bearing Co.Ltd was established in Yantai Economic andTechnological Development Zone. It is a auto-part manufacturer cofounded betweenChina National Merchinery Import & Export Corporation and Paryocean Trading(Hong Kong). Lacking of definite marketing strategy, its marketing share wasimpacted in the completly-competitive market, as a result its profit capacity andcompetition capacity declined. The author try to lead the company to take its currentadvantages, find its potential increasing point, grasp the marketing opportunity, andescape the risk, therefore to turn the current situation.With deep research on the International and domestic bearing market, and in thelight of objective reality of CMC Company, this article carries out Michael Porter'sgeneric strategies and five forces model to analys the industry constructor for CMC,and by SWOT analysis, the article explicates the Strength and weakness, opportunityand threatness for CMC. Then, use market subdivision conception to subdivid thebeaing market, and chose the target market after the marketing enviroment analysis.Take the life circle theory and product-business portfolio to make the product-marketexpension strategy. Based on the current developing sitation in international anddomestic bearing industry and the marketing situation in CMC, this article lays downspecific short-term and long-term strategic projects. Finally, the article puts forwardthe concrete countermeasures on strategic implement from several aspects, e.g.,product research and development, marketing management, finance management,human resource management, etc.The study of this article has significant impellent meaning for CMC Company toextricate from its difficult position. In the meantime, because the difficultiesconfronting CMC Company are common in Chinese bearing manufacturingcompany,the study of this article can be also used for reference by other bearingmanufacturing company when they manage to participate in international bearingmarket. |
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