| The high-tech enterprises are often at the leadership position in a particular industry and monopolize the industry for several years. When the emergence of competitors, those enterprises have to adjust their marketing strategies immediately and significantly, in order to maintain their leadership position and keep the business growth. This thesis studies VS Company’s marketing strategy of PK plastic in China. VS is the global leading company in ultrahigh performance plastic industry. In the past few years, VS global business was impacted by the new competition and global financial crisis in year2009. As the marketing manager of VS China, it is necessary for the author to do the analysis and study on VS’marketing strategy, to help the author understand the company strategies and execute the marketing activities in proper ways.The author analyses China market’s current situation and the trend for next few years basing on VS’company background, PK plastic properties and the characteristics of target industries. By adopting the marketing theories, and using SWOT analysis tool, the author studies VS China’s strengths and weaknesses, opportunities and threats. Basing on the description and analysis on target market segments, the author studies the target market segmentation, selection and positioning. The thesis presents VS’marketing mix strategies including the strategies of product, price, channels and promotion, as well as the strategy of relationship marketing, and the suggestions on sales management. Also introduces the methods for further improvement on the existing issues of VS China.Under the guidance of VS’high-end market positioning strategy, the author suggests the company put more resource and concentrate to develop the businesses at those high-end customers, because they recognize PK material’s reputation, quality and performance are most important instead of material price. The competition is getting fierce, VS China must adjust the marketing strategy promptly to take advantage of their own strengths to protect the core business and increase new business stream and territory by develop new technologies and products, to achieve VS business goal, keeping sustainable business growth. |
