Research On Marketing Strategy Of PPL Company

With the arrival of the industrial modernization, in China’s market competition, foreign industrial enterprise is facing the increasingly fierce competition. After a period of rapid growth, the development of enterprise starts to fall into the stagnation stage, market share tends to stable. The expansion of the market scale becomes more and more difficult. PPL is the medium-sized foreign industrial enterprise who is exactly under this kind of situation and growing hard. This thesis is in the background of PPL’s development in China, to research the company’s marketing strategy, try to provide the practical and useful reference to foreign industrial enterprise and help them to get the sustainable development and rapid growth.This thesis is based on the marketing related theory from the scholars both at home and abroad. According to my investigation of the industrial marketing, I use the PEST analysis to analyze the macro market environment where the enterprise stays, use the potter competition strategy theory to analyze strategic competition environment where the enterprise stays, use SWOT analysis to analyze the enterprise’s advantages and disadvantages, opportunities and challenges. With PPL’s resources and capabilities, according to the market orientation and subdivision theory, I’m positioning the enterprise’s target market and finally work out the4Ps marketing strategies and countermeasures. In the process of written, I use the systematic research methods such as literature interview, empirical analysis, on-the-spot investigation, customer relationship management, etc. I obtain a lot of first-hand original information. By summarizing and refining, I get the practical and feasible enterprise marketing strategy.This thesis is divided to6chapters. Chapter1:to introduce the writing background and the research ideas, methods. Chapter2:to summarize the related marketing theories and methods which are mentioned in this thesis. Chapter3:to briefly introduce PPL Company and analyze the macro environment and micro competition environment where PPL stays. Chapter4:to analyze PPL’s resources and capabilities and get the SWOT competition matrix. Chapter5:to clear the applicable4Ps marketing strategies and implementation by the segmentation of target market. Chapter6:to get the conclusion and think about the problems which need to be researched further. Though the research of the advanced marketing theory and PPL’s actual situation, this thesis shows the marketing strategy which is suitable for the company’s development and provides the practical and feasible implementation method. It’s helpful for PPL’s development and also provides the reliable theory support and effective practical approach to the related enterprise who owns multiple strategic business units and wants to develop marketing strategy.