The Study And Research Of Nanfu Battery Company Marketing Strategy

Fujian Nanping Nanfu Battery Company (the"Company"or"Nanfu Battery") established in 1988 and the Company confirmed the strategic thinking of"World Quality & China Brand"just upon its establishment. After 20 years development, the Company has turned into a modern middle-scale enterprise which has an annual sales volume of more than RMB 140,000,000 from a collective ownership enterprise with an annual production value of no more than RMB 10,000,000. At present, Nanfu Battery ranks the fifth of the world and the first of China as a production-sales enterprise of alkaline battery and it ranks the first of the output, sales volume and the average capita profit tax on the same industry for 18 years successively in China. During the development, the Company experienced the three stages of independent establishment, financial capital control and industrial capital control and struggled a way among the intensive competitors and establish a way of independent brand with high market ratio.Times goes ahead perpetually, all kinds of resident consumer electronic products weed through the old to bring forth the new and broad prevalence that provides the chance for battery industry, but at the same time, numerous competitors are increasing their outspread strength by all sorts of ways. How can the Company integrate the internal and external source, remain the advantage status and gain the larger and stable development in such severe competition environment? All these questions require Nanfu Battery to take the active market actions as the leader of the market and to understand the competitions, the consumers and the buyers more adequately in order to set up the special sales mode of its own.This dissertation shall analyze the environment of Nanfu Battery in the industry and indicate that alkaline Zn/MnO2 battery have Wide Developmental Future first and then point out how Nanfu Battery to take advantage of its strong and avoid its weaknesses and keep its competition advantages by SWOT analysis. On this basis, takes out the leader stratagem of conversing the consumers of carbon Zn/MnO2 battery with the purpose of enlarging the total market and the sales policy of extending the secondary market. At last, expatiates the material realization of the sales policy in detail on the base of 5P theory.Therefore, the research of the topic will have substantial practical meaning and the value of promotion to the sales strategy of the industry of the fast moving consumer goods and planning and design of the small and midium enterprises.