Study On Cutting Tools’Marketing Strategy Of UTK Corporation

With the take-off of China’s economy, China’s manufacturing industry develops rapidly. According to the statistics, the total output of China’s cutting tools industry in2010reached29billion RMB. Apart from the supply for the domestic market, the cutting tools exports reached7billion RMB. In the same year, China’s cutting tools consumption reached33billion RMB, ranking first in the world. Considering the huge market demand for cutting tools, the UTK Corporation aims at entering the cutting tools market rapidly and achieving nationwide development finally by adopting the strategy of encircling the cities from the countryside.Based on the4P Theory in Marketing Theory and SWOT Analysis in Competition Tactics Theory, this paper elaborates the effective marketing methods based on market niche, and studies and proves the issues concerning product, price, place and promotion by analyzing the internal and external conditions of UTK Corporation as well as the situation of competitors. They provide theoretical support for the sound development of UTK Corporation.By combining theories with practice, guiding practice with theories and enriching theories in practice, we hope that we can offer helpful reference for other entrepreneurs. It provides a practical approach for projects under similar circumstances. By gathering marketing information, this paper tries to find cut-in points in the increasingly competitive market so as to enable the corporation grow from strength to strength.