SPD Company Polyether Polyol Marketing Strategy Research

With China's high speed economic growth, people's per capita income has been increased continuously. Polyurethane product is playing a more important role on People's life, and the consumption market is experiencing a rapid growth period.Polyether polyol is the main raw material of the polyurethane product, and its manufacturing industry has been kept on good developing for many years. Owing to former producers enlarging the capacity of polyether polyol and more new competitors entering in to this industry, the supplying surpassed the demanding soon, so the market competition became fiercer.SPD company is the biggest Polyether polyol manufacturer in China, due to applied reasonable marketing strategy early, the company has dominated the leading place for many years. Not only the scale but also the profitability is better than all competitors, but during the new developing period, SPD company have to face the threat include the shortage of developing power and the decrease of competitiveness.On the one hand the writer did some research on the marketing strategy of SPD company and introduced its advantages to the other domestic competitors, on the other hand the writer also gave some improving recommendations to the company's managers in this article. Firstly the writer introduced the general situation of the polyether Polyol industry, did PEST analysis on the macro-environment of SPD company, and did five-power analysis on the micro-environment, determined the company's developing strategy, then the writer analyzed the STP and 4P marketing strategy that should be applied by SPD company, finally proposed effective advice on the supporting structure establishment and marketing strategy enforcement. The textual research will be instructive to SPD company's marketing strategy, and also provide useful reference to the healthy development of other domestic polyether Polyol manufacturers.