Marketing Strategy Analysis Of Eagle Sanitary Wares In China

Eagle Brand Holdings Limited is a public holding company in Singapore Stock Exchange Institution, and is the only public company listed overseas in Guangdong's ceramics industry. From its foundation in 1974, Eagle Brand Holdings Limited is one of the leading companies in Chinese Ceramic Industry. Eagle Brand Holdings Limited receives its success in China and international markets holding its operation theory of"Newer and Better, More Qualified and Favorable Pricing"and its company culture of"Customer first, Frank and Trusted, and Efficient", becomes one of the most famous brands in China Ceramic industry. Eagle Sanitary Wares is one of the three brands of Eagle Brand Holdings Limited with more than 10 years history. We will study and analyze Eagle Sanitary wares'marketing strategy in this article.However, facing more and more fierce competition in local sanitary ware industry, the Eagle Sanitary Wares have met serous challenges.This article will study and analyze Eagle Sanitary Wares'marketing strategy, applying 4R's marketing theory and integrated marketing communication theory (IMC).This article consists four parts.Introduction indicates the train of the whole article.Part I: Competition status analysis of Eagle Sanitary Wares. It mainly analyzes the economic and market background of sanitary ware industry in China and industry development situation. It analyzes the competition status of Eagle Sanitary wares by using Porter's 5 Forces.Part II: Marketing segment and Positioning of Eagle Sanitary Wares. It segments the market that the enterprises are facing, positions the enterprises by using SWOT method.Part III: Eagle Sanitary Wares'marketing strategy analysis. It analyzes Eagle Sanitary Wares'marketing strategy by using 4R's and IMC theory, and raises action plan for the problems.Part IV: The revelation of Eagle Sanitary Wares'marketing strategy to China's sanitary ware companies. It analyzes the weakness of China's sanitary ware companies, suggests how the sanitary ware companies in China could improve in marketing.