The Strategic Analysis Of Marketing Competition Of Monco Fireproof Board

With unceasing enhancement of the fire protect and the decorative environmental awareness, people demand more and more fireproof boards year by year. But looked from market behavior of Monco fireproof boards and the brand development, due to the weak brand penetrability , the low brand property and the extensive marketing , Monco company competes by the price and channel primarily . Looked from the marketing channel, Monco company sells its products by traditional wholesale market primarily. The traditional wholesale markets are mainly composed of the individual operators whose scales are small and low company degree. These conditions cause market share to wither, product profit ability to drop, economic efficiency to slide and the stern management situation. Through marketing competition strategy analysis, I attempt to induce the enterprise to use own superiority, hold the market opportunity, dodge the competitive risk and improve management conditions.Based on the thorough investigation of fireproof board market in the entire nation, adopting the theory of market subdivision and the choice theory of goal market, the markets of fireproof board are subdivided to determine Monco fireproof board to participate the goal market. Then analyzing what the condition the company is facing internally and externally, by five kinds of competitive strengths model to analyze the industrial structure in the goal market and mainly analyze the situation of main rivals. Through SWOT model analysis, the company is pointed out the threats and opportunities outside of the company. The company should select the expanding strategy, In order to implement the expanding strategy, based on the market reality the company is facing. Taking the general competition strategy theory, the company should adopt the total cost leading strategy as the total strategy to participate the goal market competition. Simultaneously considering the special conditions of respective products and facing the difference of the markets and customers, based on the total cost leading strategy, the level board should adopt the difference strategy. The physical-chemical board of resistant distortion should take the goal centralization strategy. The execution steps of the strategy are laid out to ensure the difference strategy and the total cost leading strategy.