AJ Corporation Marketing Strategy Research

With the fast pace development of paper making industry in Asia area compare with the soft demand on the paper market on the American and European countries, the industry of paper making clothing has achieved its prosperity since the end of last century. AJ is such a company in China which invested and owned by a US based AJ group. The main product line which AJ produced is the forming, press and dryer clothing which used in the papermaking machine. Currently, AJ is trying to develop its business and market share in Asia. Paper making clothing is a industry which close attached with the paper making industry, the competition on this area is extraordinary intense. The subject of this thesis is to make a clear and effective marketing strategy for AJ and help its success. After consulted to the documents of market sales management and strategy management, with using the analyst tools of PEST and SWOT, the author concluded its strength and weakness, the challenges and the opportunities both inside and outside environment. Together with these results, the author made a conclusion which the company needs make a market strategy which combines with the product strategy, pricing strategy and service strategy after target its current product to the BOSTON matrix. To ensure the strategy can be implemented successfully, the author also provided the adjustment advice to the supporting strategy through restructure the company organization, human resource and company core culture. Though the study of the suitable strategy of AJ Company, ventures should realize we both face with opportunities and challenges, and know our capability and resource at the same time. The ventures also will be clear for their strategy and development destination in the further. In the mean time, this thesis can offer some help and reference to the domestic ventures which about to develop its business to a higher level.