Jinling Petrochemical Company Alkyl Benzene Plant Products Business Strategy

Linear Alkyl Benzene (LAB) is the most important product in Linear Alkyl Benzene Plant Jinling Petrochemical Co., and is the intermediates for producing detergent. It was first produced by our plant domestically, but we lost No.l because two similar enterprises were put into operation, and expanded quickly. With china entering WTO soon, it is not a long time for abroad LAB to invade domestic market. It is a very important task for us to get rid of the unfavorable situation."Gige" Detergent powder is another important product of our plant. With the foreign detergent coming in swarms, the competence of detergent powder is becoming more and more furious. After 1994,sales of "Gige" Detergent powder declined rapidly, And recently they got extremely low, resulting in units shutdown frequently.The present paper states the status of major competitors both at home and abroad, Analyzes the strength and weakness as well as opportunities and threats of our plant, then point out relevant marketing strategies, on the basis of the analysis of current condition of these products in domestic and international market, and the prediction of the future trend. Datum and materials used are true and reliable. The marketing strategies proposed are aimed at our enterprise, and focus on the establishment of marketing strategies for people engaged in business development and marketing between our plant and Supplies & Sales Co..