Marketing Strategy Of Linde Hydraulics

This thesis is focus on the Linde Hydraulics,which the author is working for. Base on the marketing theory and the empirical study,the author points out the weakness in current marketing mix strategy and recommended course of action,this also is the main target of study.There are six chapters included.The first two chapters are preface and theoretical foundations.In the third chapter,the affiliation and general operation status of Linde Hydraulics has been introduced.Then,the author analyze marketing environment from both macro and micro sides.ChapterⅤis the appliance of STP strategy.Target market has been divided into 7 segments in accordance with construction machinery types.Every market segments has been measured by the size, structural attractiveness and consistency.As per the results of evaluation of each market segments,4 target markets are chosen.Last but not least,in chapter 6,the author figures out the current marketing inadequacies,then the author uses 4C theory to consider the existing market mix and recommends how to improve the products＆service strategy,price strategy,path strategy and promotion strategy.Under the guidance of the Marketing Theory and base on comprehensive study of enterprise's actual status,this thesis manages to solve practical problems of Linde Hydraulics.It can be a reference for the foreign-funded enterprises,who faces the similar problems in China market.Furthermore,the market demands analysis in the thesis can also be a reference for Chinese hydraulic enterprises.