Research On Marketing Strategy Of Skidsteering Loader Machinery Of SDGM

Located at the foot of Mount Taishan, the first of the“Five Sacred Mountains”,SDGM company is a professional manufactory of Skid Steer Loader and other construction machinery. Facing the increasingly heated market competition, we should subservient to the specialized, international & standardized development ideas, seizing the opportunity, developing great-leap-forward in adversity and become to a international supplier for high-quality construction machinery. So it is urgent & realistic for us to design a practical & effective market combination strategy and meet them, ensure us keeping a healthy progress under the global financial crisis.Based on the research of SDGM company, we find the current problems of the company,incombination with the theory of Marketing Management and Strategic Management,we tried to analyze the problems of the company and then work out the corresponding measures to solve the problems.This thesis is consisted of five chapters: the first chapter is the theoretical background, the development and present situation of construction machines. In the second chapter, we retrospect the relevant theories, including: theory development of Marketing Management, STP theory and 4PS theory. The third chapter: marketing environment analysis of skid steer loaders. Including: macroscopic environment, interior & profession environment. And then discusses them with SWOT matrix.The fourth studying target marketing choice and product localization of GMMC company.Subdivide the market with STP theory, make a reasonably market position. The fifth chapter design a marketing strategy for GMMC company. Based on the 3th chapter, it combine external opportunities and threats with internal strengths and weaknesses of the company, to set down marketing tactics of the company according to the current problems which are urgent to be solved.