The Marketing Strategy Research For China Pingmeishenma Group Kaifeng Carbon Co.LTD

Marketing strategy, as an important part of a company’s overall strategy, is criticalto a company’s healthy and sustainable development. In the21stcentury, especially afterChina’s admission to the WTO, China has been seeking closer trade links with othereconomies along with growing engagement with the world economy. In well developedcommodity producing sectors, under the guidance of modern marketing philosophies,decision makers, in order to facilitate effective competitions as well as to improvemanagement performance and adaptability, have to evaluate the environment bothoutside and inside the company and set effective marketing tactics that are in line withthe company’s vision for business growth.The carbon industry, relying heavily on the iron and steel industry, is closelyattached to economic development, national defence and people’s lives. Conforming tothe latest trends, China PingmeiShenma Group Kaifeng Carbon Limited Company’sestablishment and operation have contributed significantly to enhancing technologies inthe carbon industry and changing the situation that large-sized high standard UHPgraphite electrodes have been in short supply and completely relies on import in thesteel industry, which signifies a technology breakthrough in the country.Meanwhile, redundant capacity, oversupply and shrinking profit margins in thelow-end segment of the industry have been compelling a shakeout within the industry;therefore major carbon producers have been eyeing the UHP graphite electrode marketwith higher profit margins and are eagerly developing their own UHP graphite electrodeproducts. Kaifeng Carbon Limited Company is facing a very competitive situation thatforeign electrode producers as the market leaders would not let their market share beeroded while domestic producers are making every effort to have a finger in the pie.There are many elements leading the industry to negative status–too simpleproducts categories, lackness of resistance of risk, intensified industry competition anddemand of the products reducing. It is very important to make the company outstandingfrom the industry, to fix a tailor-made market strategy for Kaifeng Carbon LimitedCompany, to realize fast-development. This is the purpose of the main issue of thisthesis. After reviewing large amount of relevant materials regarding market and strategymanagement, the writer is seeking to observe the operation practice of the company and achieve a efficient market strategy taking into account of the classic market strategytheory.His thesis firstly adopts “Port Five force model” to analyze market competition,with SWOT research tool, conducts a deep analysis of internal and external situation ofthe company, clarify the advantage and disadvantage of the company and elaborate theopportunities and challenges. Further, analyzing the product positioning in the marketsegmentation using the “Boston Matrix”, this thesis also fixes a market suitable strategyand specify each procedure to guaranty smooth implementation. The writer wishes topresent own views in relation to market strategy and development direction for futurecorporate in order to enhance the core competence, and to provide a instructivereference for those incorporations which are eager to adapt to the changing economicenvironment.