Shengtai Chemical Polymer Diluent Product Marketing Strategy Research

Modern marketing emphasizes on market orientation and customer priority. Enterprises will find their ground on the severe market competition only on the basis of understanding and satisfying the need of markets.Shengtai Chemicals Company is a small-sized enterprise founded in 2000 for producing chemicals used in oilfields. The main product, Polymer Drilling Fluid Thinner, shows unique performance in oilfields. But owing to lack of clear and definite management strategy and marketing tactics, the managerial achievement of the company has been decreased. Therefore to work out an effective marketing tactics to enhance the competition power and enlarge the occupancy of the product on target market would be a key for the company to win out again.Viewed from the market development trend of the product and marketing structure and based on modern marketing theory, making use of environmental analysis, strategy management, human resource management, organizational behavior etc., this paper is to have a general analysis on internal and external environment faced and competition situation situated by the company so as to summarize the opportunities and challenges, advantages and disadvantages for the company.This paper also analyzes and compares the market occupancy of the product and make clear that the deep land oil wells in north and northeast of China which is the target market and the product should be high quality. Finally, this paper sets forth the marketing tactics of Shengtai Chemicals Company on the target market and put forward some effective measures to make the product have a beneficial fvsition in the market competition so as to improve the product reputation and enlarge the market occupancy.