Case Study In Marketing Of Lining Company Of China

Lining Company of China is an exclusively foreign-owned enterprise set up by Lining Japan Company. The company specializes in producing and marketing amorphous refractories. Since 2008, impacted by global economic crisis, the company's operation is sucking into troubles. The factors lie in four:the first factor is the main product sales decline; the second factor is competitors joining into the segment market; the third factor is the backbone quitting company with lots of customer resources; the forth factor is the marketing team's enthusiasm declining.This paper is divided into three chapters. Chapter 1 is the details of case, introduces the basic situation of the company, the social background and the main four crises which causing the trouble of company, including crisis of main products declining in 2009, crisis of competitors joining into segment market, crisis of the backbone quitting company with lots of customer resource, and crisis of enthusiasm declining of the market team. Chapter 2 is the case analysis, and analyzes the reasons of four crises introduced in chapter 1, including demand analysis of metallurgy market, supply and demand analysis of petrochemical industry, technical analysis and customer demand analysis. Chapter 3 is the solutions, according to the troubles of metallurgical, petrochemical and market team introduced in chapter 1 and chapter 2, and puts forward solutions separately.The main conclusions of this paper lie in:First, metallurgical industry customers' operation sucking into troubles caused by the economic crisis, who purchasing 60% of the total sale, is the reason of crisis of main product declining, and can be settled by inviting and developing new project, improving the current product and expending new markets. Second, Because of competitors using low-cost competition advantages and some means of unfair competition, the company's advantage in hydrogen project of petrochemical industry is weaken, and can be settled by determining new market, branding building and price improving. Third, The former marketing manager's quitting and the declining of market team enthusiasm lead to the loss of customer resource, and can be settled by sharing concept of value, making career planning for employees and revolute salary distribution system and so on.