ON Company's Marketing Plan Of Surfactant In 2010 In Guangdong

This is an annual marketing plan for a new company. According to many classical theories of marketing management, this article made ON's 2010 marketing plan, which was combined with the characteristics of industrial product marketing, and the true marketing situation of surfactant(a chemical raw material), to guide ON's marketing campaign in 2010.The main products of surfactant in ON divided into two categories, the first one is the own-brand products A, which is based on the company's innovation of research and development, and through commission processing. The second category is the Universal Products B. B series products are operated by regional agencies, and the competition in the market is fierce, for the high level of homogeneity. ON company is one of the Small & Medium Enterprises. Its marketing belongs to the area of industrial product marketing.The surfactant products of this company are mainly used in commercial cleaning, industrial cleaning, textile chemicals, leather chemicals, farm chemicals, paper chemicals and so on. Surfactant is even regarded as "industrial blood." The surfactant really has a very wide use. With the continuous economy development in China, the trend of the Surfactant demand is rising in various sectors.Using the macro environment analysis PEST model, we made the qualitative analysis about the market of surfactant, to know the constraints and support in macro environment of marketing, and capture and identify ON's opportunities and threats. Besides, we conducted a detailed analysis of the surfactant industry, with " Michael Porter's Five Forces Model", to determine ON the company's survival and the competitive environment, and make sure it is reasonable to enter this industry. Finally, we assessed ON company with SWOT model, find out the strengths and weaknesses inside the company, as well as the opportunities and threats that exist in the external environment, in order to provide a basis for corporate decision-making.The plan made a deep analysis of market segmentation of the surfactant, considering ON company's resources and other relevant factors, and determine the target markets and market positioning, and developed a 2010 sales target, and make specific marketing objectives of specific decomposition. Then, according to ON's 2010 marketing objectives, we made specific arrangement plan of marketing activities, including product, price, channel management and promotional activities. Finally, at the angle of staff support and marketing, we conducted the task decomposition and arrangement, to ensure that the entire marketing program will carry out feasibility.