Germany KR Marketing Marketing Strategy

As a market leader of filling and packing product device in beer&soft drink industry, the Germany KR Company has the largest market share of the filling&packing device market. The Germany KR Company (China) has starded to sale its devices since the reform &opening of the China. With the fast developing of the Chinese economy the Germany KR Company (China) has been the NO.1 of the Chinese filling&packing device provider, while the 80% sales income of the the Germany KR Company (China) is from the soft drink industry. The development of the Germany KR Company (China) is restricted to the beer&soft drink industry. The only way to sustain the development is to find some new industry to expand the product of the Germany KR Company (China).The paper is talking about how to find the new industry to expand the products of the market leader. According to the market segment theory by Philip Kotler and the market position theory by Al-Ries and Jack-Trout, the paper anatomize the market of the Germany KR Company product in China and discuss how to find the way to expand the present product in new market. The paper focuses on the filling&packing product device which is the main producting device of the Germany KR Company.First of all, the article expresss the present selling condition, the service and the product expanding of the Germany KR Company. And try to find the problem of the present selling issue.Secondly, the paper analyse the inside and outside satutation of the Germany KR Company according to the Porter′s Five-Forces Model. The analysis is focus on the competation of the filling&packing device industry.And finally the paper segments the filling&packing device industry according to the theory of the market segment. The article chooses the object market according to the specific of the product and makes the strategy to expand the product in the new market. The strategy is about the price, the service, staffs, products etc. Wish these strategys will help the Germany KR Company to find the right object market, expand the product and sustain the growing.