The Study On RBV Based Marketing Diagnosis Of Medium And Small-sized Enterprises

The medium and small sized enterprises have played a very important role in China'seconomic development, while they lack of advanced marketing management and their marketingstrategies are also often difficult to adapt to the fierce competition, which makes they hard toachieve development goals. Therefore, how to help these companies diagnose the marketingproblem in better way as well as adjust the marketing strategy more effectively is a significantissue. In this paper, we will take LH company for example which is a very typical SME. LHcompany grows rapidly in these years, and now, it wants to make a big development byintroducing a new product-line. However, the sales of new product is not satisfactory, and themarketing condition is getting worse which even threats the company's survival. LH companyrequests assistance from external management consultants, in order to diagnose the problems inmarketing management and make targeted strategic adjustments to reverse the competitivedisadvantage. As a consultant who took part in the marketing diagnosis project, the author usedlots of marketing and strategic management analytical tools, innovatively applying evaluation ofstrategic resources for marketing diagnosis, not only found the core points of marketing needed tobe improved, but also allocated the strategic business resources to help the company rebuiltcompetitive advantages. Thought the in-depth study of LH company, we can sum up a set ofdiagnostic methods for SMEs in marketing practices that will be useful to improve the marketingmanagement of SMEs and efficiency of marketing consulting services.This paper is guided by marketing theory, strategic management theory and RBV theory, andtries to apply such as PEST analysis, 5-forces model, AHP, in-depth interviews and other methodsto research. And the marketing diagnosis and strategy adjustments are discussed in the aspects ofmarketing environment, marketing mix and strategic resources evaluation. The main content consists of three parts:1,Comprehensively using qualitative and quantitative methods for diagnosis of LHcompany's marketing situation.The macro-environment, micro-environment and marketing mix are the key aspects to bediagnosed, so this paper will both use qualitative and quantitative tools to find out the problems ofmarketing strategy, which is proved to be more precise.2,Using RBV's framework to identify the strategic resources of LH company.Guided by RBV theory, this paper will use enterprise resource evaluation system to identifythe potential strategic resources which can create sustainable competitive. And these strategicresources are also very useful for strategy adjustments.3,Rationally allocating strategic resources to make the adjustments of LH company'smarketing strategy more effective.The results of marketing diagnosis and resources evaluation are basis for effective strategyadjustment. With the right target and rationally allocating strategic resources, the adjustment ofmarketing strategy will be absolutely more effective.