Jiangsu Chang Bao Steel Tube Company Marketing Strategy

Over the decade, seamless steel pipe industry has experienced rapid development in China. Changbao steel pipe company has also made satisfactory achievements. But because of more and more serious oversupply in the Industry, plus the economic crisis and the anti-dumping cases in foreign countries, Changbao's sales have dropped since 2008. Therefore, it's necessary to work out the suitable marketing tactics.This thesis first makes overall analysis of the current situation and future developments of seamless steel pipe industry, and also the company's macro and micro environments. After analysis of Changbao's current marketing situation, this thesis makes market segmentation of OCTG, which is Changbao's major product. After that, this thesis works out the position strategy for OCTG, that's to upgrade from making general use pipes (such as traditional API pipes) to specializing in high-tech and high-value products, like non-API pipes and premium connection pipes, focus on high-end products, try to become the supplier of high-end products that can substitute the import and lead in domestic market.Based on market segmentation and position, this thesis, according to the relevant marketing theories and also considering seamless steel pipes as industrial products, works out the marketing tactics that can guarantee the improvement of Changbao's marketing. The tactics include 6 parts. They are product tactic, price tactic, position tactic, promotion tactic, service tactic, brand tactic.