The Marketing Strategy Research On3M China Reflective Sheeting Products

With the economy development, the market competition becomes more and morefierce.3M is a diversified technology company serving customers and communities withinnovative products and services. The company is continuously finding new ways to makeamazing things happen. Innovation has always been fundamental to the success. This thesisstudies3M China reflective sheeting product marketing strategies and is involved on thedevelopment of the new market strategy of the reflective sheeting product.Firstly, the marketing investing and data collection has been done for this study. Basedon that, the external environmental analysis and the internal strategic analysis wereperformed. The methods of the analysis are: SWOT analysis, BCG matrix, industry lifecycle analysis.Secondly, by the research of the market segmentation, we clearly realized that themarket of high-end shrunk sharply while the middle end market expand quickly duringrecession. With the detailed study, we suggest the target market now should be on themiddle market. But to successfully penetrate this new market,3M china should adjust thestrategy of the brand building, the product positioning, and the channel management.Finally, It also discovers constant marketing mix innovation based on the customerneed and supplemented by competition direction is the necessary condition of gainingsustainable competitive advantage for enterprises. We should set up the differentinnovation marketing and product strategy in the specialized local market.