The Marketing Risk Research Of Shenmu Xingyong Semi-coke Company

With the rapid development of economic globalization and market economy, enterprises are constantly integrating resources to become bigger and stronger. At the same time, enterprises are also facing more and more market risks which are directly relevant to the future development and destiny. In recent years, Shenmu Xingyong semi-coke company is also facing the same situation. How to strengthen the company’s market risk awareness and capability for market risk prevention and control has become the most urgent problem.Based on the actual marketing situation of Shenmu Xingyong semi-coke company, this paper has made a comprehensive analysis and assessment for the current marketing risk and ultimately proposed a method for the risk circumvention and control. Firstly, this paper has made an analysis for the company’s marketing environment and actual situation by using Michael Porter’s Five Forces Model and SWOT analysis method. The analysis result shows currently the company is in a conducive environment for the development, opportunities and challenges coexist. Based on this analysis, we believe that product risk, pricing risk, distribution channels risk and promotions risk are the main marketing risks which the company are facing. Each risk has the different effect on the overall marketing risk. Then we get the conclusion that the overall marketing risk the company is facing is mild through the establishment of the fuzzy synthetic evaluation model. Finally, facing the current marketing risk, this paper proposes to establish an early warning system in order to prevent and control the future marketing risk. This paper can bring the practical guiding significance for Shenmu Xingyong semi-coke company to minimize risk and maximize profit. It can also be a reference for other coal company’s marketing risk research.