Problems And Countermeasures In Marketing Of Z Company

Z Corporation is one of the foreign companies entering the Chinese market in the90’s,the main product contains power secondary equipment, including industrial battery andCharger motor, battery monitor, and so on. After a dozen years of development in China, ZCorporation has achieved partial success in some industries and fields. But in recent years,more and more domestic and foreign enterprises join the competition, the industry Z companydominated has penetrated many other brands of similar products, which lead to constantlyshrinking market share of Z company products in these industries. Therefore it is necessary tofind out the reason for the status quo and seek solutions to the problems.Z Corporation is the actual study object of the article, mainly studied the company’sflagship product, industrial batteries. After the analysis of market environment, we gotstrategic goals of Z company. Then we used the classic4P theory as well as the combinationof quantitative and qualitative methods, in terms of product, pricing, channels, marketingstrategies, also compared with strategic targets, analysed and diagnosed the marketingstrategy, pointed out problems in marketing strategy of the Z company, such as incompleteproducts, batteries do not meet customers’ demands, relative high price, low intensive channelcoverage, promotion ineffective and so on, and draw conclusions. Marketing of such productsshould be on the basis of full understanding of the customers’ demands, adhering to the designconcept of customer-oriented and provide marketable products, taking appropriate channelmode, while providing a full range of professional services, and strengthen the promotionaleffect.Then developed targeted optimization measures, included extensive product line,prompting policymakers better understanding of the market, reasonable way to reduce cost,straighten out the channel, echelon of sound personnel, strengthen the depth of sales,increasing barriers to technology. At last suggested assessment from several aspects, in orderto play a certain reference role in marketing activities of Z company, also hope to givelearning function to similar enterprises of the same industry.