Research On Foshan Xuhui Hardware Development Co.Ltd Marketing Strategy

Foshan Xuhui Hardware Development co. Ltd Company is operating its services indoors and furniture business in China for the last ten years. It has established a strongposition in the industry of doors and furniture, and it has become one of the mostsuccessful doors and furniture manufacture enterprises in China. Brand managementis an essential task for every enterprise. Foshan Xuhui has successfully created someproduct brands which has been well-known all over China and overseas also. Thisthesis analyzes the existing marketing strategy of Foshan Xuhui HardwareDevelopment co. Ltd. using relevant analytical tools and models, and establishes thecompany’s strategic marketing planning for the next three years.This thesis is divided into five parts. This thesis firstly discusses the purpose, scopeand limitation of the research. Secondly, the historical background, operation,mission and the goal of Foshan Xuhui Hardware Development Co., Ltd. areintroduced. Then using4P’s theory, its current marketing situation and competitivesituation are analyzed. Applying SWOT analysis method, the opportunities andthreats in the external environment, and its internal resources and capabilitiesstrengths and weaknesses of Foshan Xuhui Hardware Development co. Ltd areanalyzed in depth. Based on Porter’s five forces model, the marketing strategy ofFoshan Xuhui company is established, including target market strategy, financialgoals, marketing goals. At the end of this thesis, an action plan is proposed whichprovides the solution for the issues that Foshan Xuhui Hardware Development Co.,Ltd faces. It can be helpful and useful for other similar furniture companies.