Study On Marketing Strategy Of ABC Company's Pulp

ABC company is the import pulp & paper trading company. Recent years, the import pulp have the one million ton increasing in China yearly. We forecast the import pulp in China still will have a high growth in coming 10 years. ABC company want to catch this good chance to achieve their growth and expansion. The pulp sales in China is the goal of ABC company. The pulp sales are included Indent and Retail two parts. Due to the market haven't the hedge tool for the Indent pulp, the risk is always accompanied with chance. Although ABC company had put much effort in pulp business in the past three years, however, their pulp sales volume still can't be increased and also can't make profit. This Article is studied the market environment, market selection and marketing strategy of ABC company to find out the reasons of created problem. Then we brought forward all-around solution to deal with it.In the first section of this article, we introduced ABC company's problem and background. Then we brought out the goal of this article and writing methods.In the second section, we studied the world market pulp from the category of pulp, production capacity and location. We also analyzed the cost of different country's pulp. We try to find out the main factors which will affect the market pulp price.In the third section, we analyzed the pulp demand in china. We try to find the reasons and background of paper fiber structure changing through China paper development history. We found that the domestic pulp development have the resistance. Then we studied the pulp market development trend to find the market base.In the fourth section, we analyzed the China pulp market competition structure to find out the factors which will affect the China market pulp price. .In the fifth section, we used SWOT method to study the ABC company and set up the new development direction for them.In the sixth section, we divided its objective market through paper mills distribution and the category of paper to match the difference pulp grade. Then we discussed the characteristic of BKP(SW) , BKP(HW) and UKP and posited itsmarketing status.In the seventh section, we applied 4P and 1C theory to integrate ABC Company's all kind of resource in order to enhance its marketing competency.In the eighth section, we had designed the measures and modules for the ABC Company in order the new strategy can be implemented.Finally, we summarized above sections in this article and advance a marketing strategy.