Running Of The Bulls Group Marketing Strategy

This thesis make the marketing strategy of BENNIU Group as its study item. It stress at analysising these content : How to bear the pressure of policy for the private company in the process of industry structure adjusted in macroscopic ; How to adapt the variation of marketing environment. How to adjust the operating strategy to look for the opportunity in the market while get rid of the weakness for oneself.There is only one subsidiary corporation that XISHA STEEL TUBE FACTORY have put into production. It mainly make steel tube for the YADA TECHNOLOGY GROUP previously. According to the BENNIU's long plan, welding steel pipe must enter the market. Seamless steel tube is more attracted than the soldering steel tube in the market. The big soldering steel tube is more attracted than the middle and the small in the market. So our group face a awkward situation. Moreover the small soldering steel tube have gone to the riper period according to the product living cycle theory. How to get an outlet in the embarrassed situation become the austere task.It analyze the macroscopic politic and economy environment, industry developing, marketing rival environment and so on though the analyzing and compare method, qualitative analysis method. Then it found the living condition of the BENNIU GROUP.It also study the steel tube and analysis the marketing structure though Michael Porter's model. Meanwhile it study the.steel pipe market segmentation by comparing. Additionally, it study the welding steel tube's efficacy and its value to the customer according to the product's efficacy theory.Base the analysis and evaluate, it regard the "focus strategy" as the BENNIU GROUP'S feasible scheme though Michael Porter's model and market strategy theory. In the same time, it make the welding steel pipe market exploit strategy and Grain Oriented Electrical Sheets marketing strategy by "BCG Grow-Share Matrix". Stabilize its strategy orientation and make itself become the advanced three ranks base the soldering steel piperelated furniture market and vehicle market. It should extend volume growth and build the famous brand during the special district. It must make developing "Grain Oriented Electrical Sheets" as its goal in order to put it into production by 2005.Its study value is to offer the BenNiu Group a realizable marketing strategyn and guide the group to develop healthy. Meanwhile, it can also offer this kinds of enterprise a good suggestion. From the analysis in the steel market through the marketing strategy, I fand a lot of fault in it. So I hope it can become a kind of study materal for the expert.