AT Corporation Marketing Strategy Research

Predecessor of AT Sanitary Ware was a small private enterprise founded in1995. Riding on the spring breeze of China’s reform and opening, after twenty years of rapid growth and expansion, AT Sanitary Ware has grown into a medium-sized enterprise providing OEM products to top brands of bathroom products including TOTO, Kohler and others. But in recent years by the impacts of the appreciation of RMB, the weakened demographic dividend, the sharp rise in raw material costs and other factors, profit margin of AT Sanitary Ware falls sharply. Facing the dilemma of surviving, AT Sanitary Ware takes the first step in the construction of its own brand. Although it has excellent production management experience, technology development level, due to the time for entering the domestic market is late and brand awareness is low, it is now in the face of intense price competition. How to give full play to the own management and technology advantages of AT Sanitary Ware through right strategic positioning, look for a new way to successfully go through the "Red Ocean" competition is the main purpose of this paper.Firstly, through Michael Porter’s Five Forces Model Analysis, Strategic Group Analysis, objectively analyze the external competition environment and advantage and disadvantage of internal competition of AT Sanitary Ware, and draw a conclusion that the traditional competitive strategy has been difficult to resolve the current dilemma of AT. Subsequently, in the third and fourth chapters, propose the value innovation concept of reconstructing market boundaries and going across strategic groups to open up new market space and enhance the value of the customers, adopt four-step "removing-decreasing-increasing-creating" of the Blue Ocean Strategy, as well as guide AT Sanitary Ware to re-enact the strategy layout and access to market competitive advantage. To safeguard the smooth implementation of the strategies and minimize the risks of the business model, in the fifth chapter, starting from the4Cs marketing theory, in four aspects of buyer utility, price positioning, sales channels and methods of communication, formulate implementation and safeguard measures for value innovation strategy of AT Sanitary Ware.Finally, from the actual situation of AT Sanitary Ware, on the basis of internal and external environmental analysis, this paper proposes market competition strategies, providing actual reference to AT Sanitary Ware and our other productive enterprises and original equipment manufacturers.