A Cashmere Sweater Business Development Strategy And Marketing Strategy Research

The study of this article focuses on the development and marketing strategic issues of cashmere manufacturers. The main target of the writer is analyzing and researching the competition of cashmere market, by means of which to generally understand the main characteristics of cashmere industry development, and study deeply in strategy selection and marketing decision of A company.As a newly developed branch in garment industry, cashmere sweaters have just started their history in China thirty years before. However, because of the low entry barrier, a great deal of producers entered the industry blindly only for profit. There are more and more competitors in the industry. In addition, the high homogeneity of products enhances the competition. In such a situation, how could the industry and manufacturers develop healthy?The article has two parts. One is judgment on the strategy of combining X company, the other is analyzes and judgment on X company's marketing performance and strategy. In the 1st part, I introduce the product and industry in brief, and then analyze the politics/law, economic, society and technology environment and demanding situation. After that, I point out the strengths and weaknesses of A company comparing with its competitors. I also compare three competitors'financial indicators in the open stock market. In the end of the 1st part, I give out the conclusion: A company's strategy choice -combining X company is preferred. In the 2nd part, through the research on Beijing cashmere sweater market, I propose the product's position, price decision, channel and media selections. In the end, through the analysis of marketing strategy, strengthening international communication and making industry standardare also suggested.Therefore, it is expected to be beneficial to both A company's business in cashmere sweater market and anyone who wants to get more understanding of cashmere industry.