A Study On Marketing Strategy Of RP Corp.

RP corp. has made great progress for the last15years, participating in R&Dproduction, selling of gasket in plate heat exchanger. The products once have got very popular.However,its progressive pace has slowed down in recent years, especially owing to lack of the marketing tactics. For instance, the strategy of marketing is unclear, and STP theory is still not introduced into strategy of RP corp,.The paper thus make an analysis on gasket’ competitive market of plate heat exchanger, including analysis of overall macro environment, and that of micro environment, directed by some famous theories such as Porter’s five forces model, STP theory, SWOT analysis.Hereby the author, under consideration of the characteristics of corporation,firstly presents the target market as long as competitive strategy. Secondly he puts on marketing tactics of product, price, place and promotion. Thirdly he arranges for the implementation of safeguards and control measures.