Simeon's Marketing Strategy And Tactics

This article is divided into three parts in all. The first part covers the analysis on the marketing environment of the enterprise. Firstly, it briefly introduces the general situation about Ximai Company. Secondly, it analyzes the marketing environment for Ximai Company from the viewpoints of both macro & microenvironments, among which environments of demography, economy, society and culture are included in macro environments while analysis on competitors of the same business and internal enterprises are covered in microenvironments, of which the analysis on competitors of the same business is made from their products, prices, promotions and marketing channels, etc. The analysis on internal enterprises involves their strategic positioning, strategies of marketing mix and marketing organization management, etc. The ultimate purpose is to seek opportunities, threats, strength and weakness for enterprises by means of such analysis on environments, and in the meantime, to lay down the solid foundation for the new marketing strategy and policy to be enacted by Ximai Company. The second part involves the marketing strategy of enterprise. It sets out strategic options for Ximai抯 target market according to the above analysis. Based on this point, this part also puts forward the strategic approach available for the actual situation of the enterprise on the ground II of theoretical guidance in terms of where and how the enterprise should develop itself. It further sets forward the corresponding marketing strategies as how to gain the competitive advantages by means of integrating theory with practice after the direction of business development is chosen. The third part includes the strategy of marketing mix of the enterprise. The research is focused on four aspects from products, prices, promotions and channels, of which, comprehension of products and strategy of product mix should be renewed in the product strategy. Accordingly, this part put forwards new strategies of product mix by referring to the actual situation of the enterprise. In terms of pricing strategy, it sets forward pricing and channel pricing available for new products on the ground of theoretical guidance. In terms of promotion strategy, research on promotion strategies in different periods is done but more stress is concentrated on the latest trend of promotion activity in the final market. In terms of channel strategy, it also presents the new collaborative mode of sales channels as well as corresponding strategic measures in regard to choice of distributors, management, settlement of accounts receivable, management of channel prices and compensation system of the salespeople in the marketing practice.