Research On Marketing Strategy Of Qingdao H Cable Co.,Ltd

In the increasingly competitive market environment, you must understand marketingbefore you do business. And to do marketing well is inseparable from marketingstrategy. Marketing is the foundation of enterprise survival and development.Therefore, a modern enterprise must establish perfect marketing system and work outfeasible marketing plan and strategy with objective analysis of the target market. As alarge enterprise in cable industry in China, Qingdao H Cable Co., Ltd. has large scaleand complete product variety. Its high&extra high voltage cables are occupying theleading position. Whereas, its marketing performance is not ideal in the recent years.And a downward trend is appearing in some regions. In particular, it’s important tonote that the international marketing has been its absolute disadvantage. Therefore, toformulate correct marketing strategy as per actual situation is the urgent problem to besolved for Qingdao H Cable Co., Ltd.Adopting the propulsive ways of macroscopic and microcosmic, qualitative andquantitative combination, the thesis makes systematic analysis on themacro-environment, industry environment and internal conditions of Qingdao HCable Co., Ltd., with the guidance of marketing theory. The article points out theadvantage and disadvantages of the marketing system after quantitative analysis of itsopportunities, threats, advantages and disadvantages, with the techniques of MichaelPorter’s Five Forces Model. In the meantime, the thesis makes detailed research andanalysis on the market demand and industry competition of electric wire and cableproducts. It points out the future industry tendency and the importance of producttechnology, environmental performance and international market development.Through analysis of the target market and market positioning, combined with theproduct advantage of Qingdao H cable company, the thesis proposes thatdifferentiation strategy be taken into the basic competitive strategy, and give priorityto4Ps combination of marketing strategy. In order to ensure the smoothimplementation of marketing strategy, the company should do a good job of fouraspects: optimizing organization structure, intensifying research and developmentinnovation, improving cost control ability and strengthening international marketing.