Study On The Marketing Strategy Of Juxin Foundry Factory

Foundry industry is currently undergoing a comparatively fierce competition, especially for Juxin, a small and medium-sized foundry enterprise, which is now facing more and more pressure from the market. But at the same time, there are also many opportunities existed in the market. A company must further expand its markets to enlarge the living space for its subsistence and development. So only when we fully take advantage of our favourable conditions and avoid the unfavorable ones, can we be able to win in the fierce competition .This thesis will take Juxin Foundry Factory which is located in Wafangdian city as the research objective, and will probe into the marketing approach of the company. The background of which will be briefly introduced in the first part of the paper, and then the author will make analysis of the outer environment that the Juxin Foundry Factory is now facing. Through presenting much detailed and accurate information about the status quo of the foundry industry, the author will predict the trends of its future development. As a result, we can find the possible opportunities and threats brought by the outside of the company. In sequence, the author will analyze the internal resources and capabilities to clarify the advantages and disadvantages of the company. On the basis of systematic analysis of the company's inner and outer environments, the author will put forward the marketing strategy by using the analyzing tool of SWOT model .The market segmentation is conducted according to the characteristics of the customers and the products of the company. Combining the potential and the competitiveness of the market segments with the resources and capabilities of the company, the author will select the target markets and appropriately choose and communicate the positioning in the market. And in the end, the author, using the analysis methods of the combination of determining the nature and the quantity and the combination of theory and practice, adopted differentiated marketing tactics in different target markets and designed the corresponding marketing mix including product, price, place and promotion for the specific market. All of this is hoped to be able to provide the company with the feasible way and tactics in coping with the increasingly fierce competition in the market so that we can upgrade the company's business achievements and also provide some valuable reference for these companies which are similar in the way of doing business.