ABC Decoration Ltd., Co. Market Strategy Research

For recent years , with the rapid warming of Housing Decoration Industry(hereafter called HDI), People require the better and better living condition, which enlarges the market place of HDI consumption. HDI has become a rapid developing industry while it is still on the early stage and there exist many shortages.A Decoration Ltd., Co.(Hereafter called A) was set up in 1996. It was just a small storefront of Beijing Baixing HDI market nine years ago. Nowadays it has become the leading company of HDI which controls 20 subsidiaries and 30 chain companies. The total income of the company is beyond 0.5 billion and brand power expands to the south and north area of China. The company wins the title of "the 500 most valuable companies in China". The successful experience is worth thinking and discussing by HDI members.The major purpose of this article is to make study on the SWOT analysis and marketing strategies of decorating company with usage of classic marketing theories. Fist, we make clear of the inside and outside environment of the company, the environment analysis bases the further decision. In sequence, we identify the target market and market positioning through the 4ps of product, price, promotion and place. We hope to supply useful experience of ABC to HDI.