B2B Marketing Strategy Study On Companies In Developing Stage

Marketing strategy study, no matter on its theoretical research or practical explore, is agood subject worth exploring for China market. Most of the typical marketing strategytheories are focused on Fast Moving Consumer Goods (FMCG) or retail industry, theresearches on industrial marketing strategies are too little compared with the status as amanufacturing country. At mean time, as for the companies which are in different stages oflife cycle, their demand to marketing strategies also differs greatly. For a developingcompany, it has obtained quite some customer resources and operation experience, so itbecomes very important for them to establish effective marketing strategies for futuregrowth to become a mature company. However, many developing industrial companiesfocus their marketing functions on fundamental promotion strategies as tradeshows andadvertisements, rather than the systematical establishment of a marketing strategy, whichcan not only guide the development of a company but also monitor and adjust to theexternal changes. An effective market strategy appears to be a very important tool forcontinuous growth.In order to improve this situation, the thesis designs a complete marketing strategyimprovement plan based on the analysis of an industrial company-C, and then to examineits effectiveness so as to provide reference for other industrial companies. C company wasestablished in an industry which is very competitive and easy to enter, C company,however, fails to monitor the external environment or establish systematical marketingstrategies upon its advantages. Therefore, the essay first studies the development of theindustrial marketing theoires, then analyze industry characteristics of C company and itsweakness in the marketing strategy, then find out the problem needs to be worked on: toestablish a competitive system, implemented with classical4P theory plus4E theory, toestablish an effective marketing strategies for developing companies in product, pirce,process, promotion, etc. The marketing strategy proved to be effective through theassessment on some criteria such as the sales volume, market share and customer retentionrate after the implementation, as well as place need to be improved. Hope this thesis canprovide useful reference to other B2B companies.