Marketing Strategy Design Of Xi'an Compass Science Technologies Co., Ltd.

With the high speed development of economy, the global increasingly warm climate caused by excessive consumption of the energy has threatening the existence of mankind and living nature. Countries all over the world have attached great importance to the energy development and economization as well as the discharge reduces for the energy shortage. Xi'an Compass Science Technologies Co., Ltd. has developed and produced a high-efficient coal saving combustion-supporting pharmaceutical with nanotechnology, which is not only easy to use with high efficiency on coal saving, but also can help to environmental protection through reducing the discharge of the sulfur dioxide, carbon dioxide, and air pollution. After two years test in a large amount, this product has already been approved by the authority and users at present and facing a huge market. The problem the company is facing at present is what kind of marketing tactics should applied to gain the market approval rapidly, increase the sales amount steadily, and become the leading enterprises of this industry sequentially.Start with the analyzing the policy on energy economization and discharge reduces of China even the whole world, this article has analyzed the enormous development space of the high-efficient coal saving combustion-supporting pharmaceutical. Through an analysis on current situation of the company, it is found that the marketing management is unscientific, which is embodied in: Fail to subdivide the target market; the products lack strategical planning; the products pricing lack tactics and pertinence; the marketing channel is single with a low promotion ability; a huge market opportunity is found through an analysis using the SWOT model, but there is also an obvious inferior marketing management. According to the present market situation of the product on energy economization and discharge reduces, the market is subdivided in this article, three major target consumer groups: civil market, national power plants and large-scale state-owned enterprises have been affirmed, and the target market positioning is evaluated.Finally, based on the SWOT analysis marketing tactics aims at the problems in the company marketing management is given, which involves four respects of products, price, channel and communication: different strategical plannings are proposed for four series products; according to the market current situation and marketing theory, different pricing way for four series of products are affirmed; through market research, former marketing channel is reformed to channel with two grades distributor, and the channels of four series of products are redesigned separately; considering the company's products characteristic and market characteristic, the promotion tactics of selling is advised as well as to utilize the tactics of public relations to set up brand prestige and improve the company good reputation. In order to cooperate with the implementation of marketing tactics mentioned above, suggestions with practicability are brought forward on aspects of optimization of company's institutional framework and marketing institutional framework, the improvement of company's business procedure, marketing group management and management of marketing organization operation mechanism.