Analysis And Improvement Of The Marketing Strategy Of Company A

Since the birth of refractory material, it has played an irreplaceable role in steel, ceme nt, glass and other industries. It can be said that refractory material has highly correlated rel ationship with these industries as auxiliary materials.Company A is a provider of refractory materials for Iron and steel enterprises and its prod ucts occupy a certain proportion in the market, however, due to the financial crisis and the t ransformation of national economy, its products are under enormous competitive pressure in rec ent years. Considering the future development strategy, company A has developed foam cera, mic insulation board, a new type of insulation material. Facing the opportunities and challen ges, it must re-examine the internal and external environments and combined them with their o wn specific situations in order to formulate suitable marketing strategy. Only in this way can i t seize the market opportunities in the fierce competition to achieve steady development.The article exactly studies the company A’s marketing strategy in this environment. Firstl y, it summarizes the theories of marketing so as to lay the theoretical foundations for the rese arch on the marketing strategy of company A. Then, it analyses the external environments i ncluding politics, economy, technologies and main competitors as well as the internal environ ments including staffs, funds, equipments, raw materials, market, marketing situation logistics and information technology and other internal environment. After that, research the c urrent situation of marketing management and the product strategy, price strategy,channel str ategy and promotion strategy of the company’s marketing combination strategy, we find out th e shortage of A’s marketing and analyze the causes. Finally, improvement suggestions are pu t forward. All of these are in order to guide the company practice, so as to enhance the com petitiveness of company A.