| Research Background Chengdu Seamless Steel Tubing Co. Ltd. grows out of Chengdu Seamless Steel Tube Factory, which was founded in 1958 and had the capability of producing 800,000 tons of steel and 600,000 tons of steel tubes. During the period of planning economy, the factory adopted advanced technologies and its products are of high quality and in great demand. Chengdu Seamless Steel Tubing Co. Ltd. hasn't recently crafted an appropriate marketing strategy, thus eroding its competitive advantages. Chengdu Seamless Steel Tubing Co. Ltd., the largest factory specialized in producing seamless steel tubes in our country, has been in the red. The author thinks that, whether Chengdu Seamless Steel Tubing Co. Ltd. can grow out of the red greatly depends on crafting an appropriate marketing strategy. However, crafting an appropriate marketing strategy is a brand new challenge for state-owned enterprises in the metallurgical industry, since the metallurgical industry has long been an industry strongly affected by the planning economy. The state-owned enterprises know little about the market and have no idea of competition. As market demands are more and more various and the competition is fiercer, it is a challenging research work to probe how to craft the marketing strategy for Chengdu Seamless Steel Tubing Co. Ltd. Research Purposes, Frameworks and MethodsThe logic of the research on the marketing strategy for Chengdu Seamless Steel Tubing Co. Ltd. is as follows: Based on modern theories of marketing strategy, this paper analyzes the realities of Chengdu Seamless Steel Tubing Co. Ltd., the industry structure and its position in the industry. A complete and systematic SWOT analysis also has been performed for Chengdu Seamless Steel Tubing Co. Ltd.. Then, the problems existing in the market development and marketing activities are discussed. On the basis of the analyses above, integrating the core factors of marketing strategy, the paper has put forward a basic framework to craft marketing strategy for Chengdu Seamless Steel Tubing Co. Ltd. Structure of the Paper There are five parts in this paper. Part One is an introduction to the paper, which provides the background information of Chengdu Seamless Steel Tubing Co. Ltd. The theories, frameworks and methods relevant for the research are also explained in this part. Part Two presents the history of the company in question, the operation strategy drafted in the past and its contents, the limitations of the internal management oriented strategy and the resulting problems. This part is the basis for further discussions. Part Three analyzes the strategic factors. First, Michael Porter's five forces model has been used for analyzing the industry structure. Second, A complete and systematic SWOT analysis has been carried out. Third, a comparison between the basic strategies has been made on the basis of the realities of Chengdu Seamless Steel Tubing Co. Ltd. Last, but not the least, segmentation, targeting and positioning for main products of Chengdu Seamless Steel Tubing Co. Ltd. have been done. Part Four discusses the customer-centered marketing strategy of Chengdu Seamless Steel Tubing Co. Ltd. A combination of focusing and differentiation has been suggested as the basic strategy for Chengdu Seamless Steel Tubing Co. Ltd. This paper also chooses two segments as target markets and positions of the company in a different way from competitors. Part Five is the conclusion of the paper, which summarizes all that has been discussed. Moreover, the author also points out that the research on the marketing strategy for Chengdu Seamless Steel Tubing Co. Ltd. is of great significance.However, due to the complexity of the research, it should be a long-term project. Main ContributionsThis paper is the first paper that systematically analyzes the industry structure of seamless steel tubes by using modern marketing and competitive strategy theories. A complete positive analysis has been made for Chengdu Seamless Steel Tubing... |
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