A Company's Marketing Strategy Formulation And Implementation

China is currently in the time of that economy-system is transforming, market becoming mature, consumer behavior changing much, competition getting more severe. The discussion of how to survive and develop under this kind of environment attracts the attention of medium- and small-sized enterprises.The dissertation starts from the problems of current Marketing & Sales Strategy of Company A, after analysis the author puts forward that Company A should establish modern Marketing & Sales Mechanism, set up new Marketing & Sales Strategy and describes the implementation process with the guidance of 4Cs Theory.Firstly, this dissertation indicates the strategy. currently used by Company A is "Luck" Marketing & Sales Strategy, and analyses the shortcomings of this kind of strategy according to the Marketing & Sales Theory and based on current business status of Company A. It is concluded after analysis that current Marketing & Sales Strategy can not make fully use of the internal strength of Company A, even can not meet the requirements of the customer-oriented market, it is put forward that Company A work out new Marketing & Sales Strategy, re-integrates the selling resources to build up unique selling ability in order to improve the business performance.Secondly, the internal & external environment of company A is analyzed and indicated that Company A should choose WO strategy through the analysis by TOWS Matrix, that is, Unique Marketing & Sales Strategy of certain products in order to make fully use of opportunity posed by external environment and avoid internal weakness at the same time.Then, based on chemical market analysis, it is then put forward to make market segment according to the nature of SBR market and the characteristic of end-users. Finally, it is indicated that Company A should specialize in SBR business, choose East-China region as target sales area and position the small-sized manufacturing plants and trade companies as the target customer group.Finally, based on the development of Marketing & Sales Strategy Theory, it is analyzed that how to implement the new Marketing & Sales Strategy forCompany A's end-consumers, which includes strategy implementation and sales controlling.Zheng Fei (Master of Business Administration)^Directed by Luo WenPing...