Enterprise Marketing Strategy - Liugong Loader Marketing Analysis

This paper studies the marketing strategy problems of enterprises by taking the LiuGong Construction Machinery Equipped Company as the object and analyses the marketing management of LiuGong loaders including the following. The macro-environment of LiuGong enterprise is analysis, which includes political factors, economic factors, loaders market. The loader market in 2002 and 2003 is forecast by using the minimum line method. The microenvironment of the enterprise is analysis, which includes the surcey, advantage and disadvantage analysis of LiuGong enterprise. The strength of the company and the market of LiuGong loaders are analysed by utilizing GE model. The structure of LiuGong products is analysed and the situations of various kinds of products in market are analysed by means of Boston's matrix method. The marketing target of LiuGong enterprise is presented by using subdivision principles to analyse the market of LiuGong loaders. The sales situations of LiuGong are analysed. The competitors are analysed. The measures and advice in marketing are presented for LiuGong enterprise.