Study Of Marketing Strategy And Tactics Enforcement Of HG Pipe Company

Under the co-action impact of both outer and inter environment, the enterprise's status is decided by its competitive advantage. In order to create and maintain the competitive advantage, we should analyze systematically the external and internal environment of the enterprise, understand the enterprise's advantage and disadvantage. Further we need to make the right selection for the enterprise's competitive strategy and put it into practice effectively.HG Group has engaged in the plastic pipe industry for many years. Plastic pipe belongs to the class of the chemical building materials. It is also the substitute of traditional pipe and has a broad market prospect. HG competes in the plastic pipe industry market with large diameter, high quality product and perfect after-sales-service. But in the face of the furious market competition, HG has also encountered many problems; among them the competitive strategy is the most important one. As the general manager of the company, to make the appropriate competitive strategy is especially important.This thesis makes a systematic analysis to the competitive surroundings of the HG Pipe Company and the industry's macro-environment by using the Life Cycle Method. We give forward that the phase of Plastic pipe belonging to is the growth phase. At the same time we make sure the situation of the'HG Pipe Industry'placed in. Further we analyze and research the industry macro-environment, the industry structure systematically according to the Porter Five Strength Model. By using the Model of competitive strategy, the thesis make a decision for HG's marketing strategy. That is'Under the object-focus strategy, insisting on the product's effective low-cost and different service. We also give the responding marketing tactics and the methods for theirs implementation and control.