The Marketing Strategy Research Of Chevron Marine Lubricants In China

The international marine lubricants market is a typical monopoly market. While Chinese shipbuilding and Chinese shipping industry have been developing rapidly over the past years, China marine lubricants market shows great opportunities to major international lubricants suppliers.This thesis analyzed the related market situation and the prospective, introduced Chevron marine lubricants business in China, gave a supply & demand analysis and competitiveness environment analysis, then it is intended to provide some good marketing strategies in order to enhance Chevron's business in China.Basically, this thesis includes following five parts:Past 1 tells us the background, the problems what Chevron is facing and the goal of this thesis. Meanwhile, it briefs the"road map"for this thesis.Part 2 introduces the market background and the business model, and then gives a summary about the related market like petrochemical industry, shipbuilding and shipping industry and lubricants industry.Part 3 uses marketing tools including Michael E. Porter's Five-force Model to analyze the supply & demand situation and the competitiveness environments.Part 4 provides some suggestions for Chevron marine lubricants business in China, it emphasizes the importance of brand marketing & enhancement, target market segmentations, customer relationship management and supply chain optimization.The last part is a summary including this thesis'shortcomings and the possible influences to relevant industries.