Marketing Strategy Research On AN Company's Decorative Coatings In Chinese Project Fields

There are a lot of foreign Coatings Manufacturers like Nippon and ICI have set up their plants and offices in China since last 90's. Decorative Coatings are being accepted by local consumers in recent years. With the whole coatings industry developing quickly and the difficulty of producing Decorative Coatings is easy, many local enterprises invest a lot in this field, so the competition in domestic market is intensified.The Project Market is different from Retail Market, the end users are not family consumers. The Project Clients are like Real Estate Group, Plants, Governments, University, etc. The requirements of these customers are more rational and complicated. In Project Market, coating seems like industrial goods. Presently, few coating provider has the special market tactics in Projects Market.The headquarter of AN group is located in Netherlands. The coatings department of AN has been listed on Top 1 of global coating manufacturers for 7 years. As being the global leader, AN is expanding its business in Chinese market. However, it's hard for AN to face intense competition in local retail market. And local project market is also flourishing, so AN need a perfect market tactics in this field to help it reach its investment objective.Although AN has a not bad foundation in project market, it has not found its main customers group. So its product lines and channel building has a lot of problems. This article is in order to help the company to do the market position, so it could get to know what type customers are its main customers. It will use k-means clustering way to study the results of market investigating. Further, the article hopes to help the enterprise to update its product line, and design the management policy of dealer. Through the scientific study and analyses, the article could help the company to understand the Decorative Coatings Project Market, and definite its main customers.