A Study On The Marketing Strategy For Special Fastener Of S (Shanghai) Co., Ltd In China Market

The fastener industry in China is thriving rapidly. The growth of demand for fasteners in this market will continue to rank itself as world No.1 in the coming years. However, a larger share of the domestic market is still occupied by those low end products even today. Therefore, the innovative products, which are distinguishing themselves with high added values, representing the future trend of development in this industry, offering highly efficient service and total solution as whole package, have become the fresh driving engine for profit in fastener industry.As a WOFE with all products produced abroad, S Group (Shanghai) has faced in China's market with both opportunity of a life time and challenge of a fierce competition. The design and optimization of the marketing strategy have become the serious topic with which S Group (Shanghai) should seriously consider.By utilizing some of the marketing theories as the analyzing tools such as Market Segmentation, this thesis analyses the evolving course of S Group's marketing strategies in China, explains the market environment,competition condition,market distributing, and problems of this company's marketing strategy implementation, and the thesis gives some insights on the tactics and measurements of strategy implementation, and it provides valuable advice on how to effectively carry out the strategies in different sectors, including but not limited to product package, pricing strategy, inventory management, sales channel, Human Resources, etc. Also, this thesis gives the proposal on how to gurantee the execute of the marketing strategy.In this thesis, the author concerntrates on the analysis of the current situation S Group (Shanghai), and intends to solve the existing marketing issues by designing the marketing strategy for its further development in the near future. It is the author's ultimate wish that this thesis has provided some useful constructive references to those Foreign companies with similar situation and Chinese fastener companies.