The Marketing Expanded Trategy Of Formica Decorative Materials Company In China

In the increasingly competitive Chinese consumer goods and decorative materials markets,such a multinational company as Formica is facing fierce competitions from numerous brands,similar products and alternatives,and the market share declines to an unfavorable situation.In the basis of market surveys,industry research,marketing diagnosis and study of market segmentation,by griping with the trends of market changes exactly,this paper tried to find the new chance including segments of the marketing strategy and the new product which can be developed,designed marketing strategy of Formica in Chinese market. The market expanded strategy of Formica takes market positioning as the direct,be designed surrounding products,pricing,channels,and promotion,finally expounds the expanded strategy of market segments.In the future,Formica should meet the requirements of middle and high-end market;emphasis on expanding the market about cupboard,hospital, transportation,and education;intensified the application of furnishing materials complete supplier in the client extension process;ultimately help Formica to achieve its goals in Chinese market.