Marketing Strategy Analysis And Study For Dune Product Line In AWI China

Dune product line has still been in its dominant market situation since its first product was introduced to China ceiling market in 1998; but Dune product line is now encountering more and more challenges and threats because Chinese competitors become increasingly stronger, and new global competitors have continuously explored China market. There are a set of data about Dune product line in China:market share decreased from 95% in 1998 to 60% in 2008; and annual profit from 70% down to 33% at the same time.The paper focuses on marketing strategy of product line. Firstly, summarize and analyze the strong and weak points of existing marketing strategy of Dune product line in China. Secondly, list and analyze various competition environments of Dune product line-competition form other material ceiling, competition from wool ceiling industry and from internal AWI; based on these analyses, the paper summarize and list the quantified SWOT sheet. Lastly, after finishing STP planning analysis and TOWS matrix analysis, the paper specifies and defined the new marketing strategy in China mainland:enlarge and improve product structure of Dune product line by introducing other existing products in USA and European market; define and carry out "differentiation price strategy"; establish the professional market & sale team and invest more in establishment and maintenance in public relationship.