The Marketing Strategy Of Grohe (Shanghai) Sanitary Products Co., Ltd In China

GROHE is the leading global brand for high-quality fittings and sanitary systems, the worldwide exporter. GROHE in China has been greatly successful after its more than 20 years development since entrance to China in 1997. The GROHE's road to China is really typical as other foreign companies which also develop their business in China.This article consists four parts.Part I indicates the train of the whole article.Part II: It mainly analyzes the economic and market background of sanitary ware industry in China and industry development situation.It analyzes the status of Grohe by using Porter's 5 Forces.Part III: It analyzes Grohe(shanghai) marketing strategy by using SPT theory.Part IV: It analyzes the weakness of Grohe (shanghai) in marketing strategy, suggests how grohe in China could improve in marketing.The article is to make an analysis of Grohe in China's market environment. According to the analysis of sanitary field, company background and development condition in two aspects. It proposed the problems, including the policies of zero inventories, channel, and sales dissemination that Grohe has to be solved after entering Chinese marketing.By utilizing some marketing theory as analyzing tools like the SPT, market segmentation, value chain, competitive advantages, marketing communication mix, the document analyzes deeply the evolving course of China marketing strategies,and the relative background/course/result/problems in different marketing implementation,the successful experiences and lessons.Finally, this article put forward suggestions from 3 aspects through the analysis and summary of background information and marketing strategy of Grohe. How to adapt to the need of Chinese market as a foreign company? How to reconfirm the new target market under the continuously changing market of China.? How to manage the main target market (chief clients and retail markets)? How to adapt to today's fierce competition for Grohe with the research and development of new products.