Research On The Marketing Strategy Of Camel Group Co.,LTD

With the implementation of the plan of12th Five-Year, the industry will advanceswith fast growth as super market demand. The signal has attracted many enterprisesentering the industry which will exacerbate the intensity of market completion. As a result,camels group Co. will stand under the pressure from many aspects. The industrialstructure has been transferred though industry environment management in2011with thecompany amount cuts from3000to500contributing to the increased industryconcentration. As a private company with early access to the industry, the camels groupCo. has become the leader in the industry in30years. Especially in the sector of startingstorage battery, it has taken the first place of the market share. Facing the rapid growth ofthe market demand and the increasingly furious marketing competition, the camels groupCo. must respond to the changes through the implement of the new marketing strategy tokeep the competitive advantages of its product as soon as possible.In this paper, the external environment of camel group Co. is analyzed by the basicstrategy analysis tools PEST and Potter’s Five Competitive Forces Model. Then,resource-based methods and analysis of the core competitive advantages were used torecognize the internal environment of camel group Co. According to the result of theanalysis, using the SWOT method, the matching of strategy choice gave the company acorporate level marketing strategy and a specific function strategy. At last, it puts forwardthe specific measures of the implementation.This thesis indicates that the camel group Co. should take strategies to make full useof the advantages of the channel and brand. It is efficient to put more resources into threebig market constructions around after-sale service, host kit, OEM in order to create thecompany’s marketing system. Based on the Customer Delivered Value theory, separatelyfrom the product, price, marketing and channel, the camel group Co. will raise the overallmarketing service quality to create value for customers, and guide the company marketingto gain the development in the future. The company will strive in the fierce competitionand lead in the market with the whole competitive strength.