Marketing Strategics And Tactics Research Of Guizhou FT Co., Ltd

With the fast development of China's economy, the domestic zinc industry is growing rapidly. In recent two years, the price of the zinc in both the domestic and foreign markets has increased substantially, Guizhou FT zinc Co.,Ltd grasped the opportunity and set up a factory in Hezhang, Guizhou province, where Zinc resource is abundant. Although the factory has only been set up for 3 years, the management team of the company is aware that the key to keep winning in fierce competitions is to devise an effective marketing strategy, and this has been put on top of their priority list at present.To achieve this goal, we have to formulate some reasonable strategies and derive tactics based on the strategies, with consideration of marketing aspects. As we know, a clear understanding of company's internal and external environment is essential for developing the strategies. Utilizing the base principles of modern marketing, the quota, the qualitative analysis method, also take into consideration of the overall environment, the industrial environment, and the competition of the whole zinc industry.We analyze the external environment and identify the company's opportunities and threats. By analyzing the company's internal resources ,we can find out the company's Strengths and Weaknesses. Based on the results above, we then work out the strategies through the SWOT analysis. In the rear part of this thesis, by using the systematical 4PS analysis (product, place, price, promotion), we analyze and appraise the marketing methods of FT Co.,Ltd for the purpose of discovering their problematic area and competitive advantages. Finally, based on the analysis result, we propose several ways to further optimize the marketing strategies of FT Co.,Ltd.