A Research On Marketing Strategies Of Screw Steel In Cheng Iron And Steel Company

With the excess steel production capacity, Cheng Iron and Steel Company hasshowed deficits by the price impact from the competitive enterprises, although it is one ofthe large iron and steel enterprises in Hubei Province and has very high brand value in itsScrew Steel. Therefore, this thesis studies from the perspective of the strategies, aims atscientifically developing marketing strategy and promoting the long-term development ofthe company.According to the practical problems that the company is facing, the thesis applies thetheoretical knowledge and research methods of marketing strategies to make a thoroughanalysis and then develop the marketing strategies. Firstly, analyzing the externalenvironment of the company by the PEST analysis and five forces model analysis, it findsthat the opportunity is mostly the increasing demand of Screw Steel in the Wuhan Steelmarket, but the main threat is the losses of the company as the contradiction betweensupply and demand; analyzing the internal resources, ability and core competitiveness ofthe company by the core competitiveness analysis, it educes that the strength of thecompany is the strong brand reputation, while the weakness is the poor profitability.Secondly, integrating the external opportunity and threat with the internal strength andweakness by the matching method of the SWOT strategic analysis, it develops andchooses the scheme of the marketing strategies combination. Thirdly, it resets thecompany’s products and markets by the STP marketing method, as well as makes a newmarketing strategies combination by the4P’s combination. Finally, it makes a series ofimplementation and control measures to ensure the implementation of the strategies. Theconclusion of this thesis is that the Cheng Iron and Steel Company should implement thegrowth strategies, take full advantages of the brand and centralize the resources to seizethe high and strong Screw Steel markets so as to improve the market share. At the sametime, through the moderate diversified business, the company should establish thedistribution centers to extend the brand service and create the new growth point of profit;strengthen the cooperation with dealers or terminal project users; provide the supplyscheme of all the construction steels by integrating the marking strategies to the nextterminals to increase the added value of products, and further strengthen and expand.