UG Company Marketing Diagnosis

UG company was founded in the beginning of reform and opening up, is a largeinternational printing group which was consist of two famous old store with hundred yearshistory, whose printing business scope is very broad, including publications printing,commercial printing, web-printing, and including prepress and delivery service. However, inrecent years with the increasingly fierce competition in the industry, the printing industry hasentered a low profit era, UG company is also facing steady growth in overseas market, butsales in domestic market all the way down situation.This paper is based on the empirical marketing study of domestic market of UG company.Firstly I introduced the situation of UG company, and then use Poter’s Five factor analysis andSWOT analysis tools, in view of the current situation of UG company marketing, analyzeUG’s external environment and internal environment, and then use STP marketing strategicmanagement and4Ps tools to find marketing company problems. Next,find the reason whichcaused these problems or provide ideas on how to solve the problem. Finally, according to thecorresponding problems to give solutions.When I was the MBA study period, I use the MBA theory of knowledge and personalexperience, make the marketing diagnosis of UG company in the domestic market, combinedwith the actual experience of the company to optimize and adjust the UG domestic marketmarketing strategy, the challenges and coping of competition and the international economicenvironment downturn of, the company can get more business in the future, to improve theperformance of the domestic market, but also provide reference for operation for other similarcompanies.