Research On Marketing Strategy Of A Company In China

With the development of the reform and opening-up policies, more and more foreign enterprises have been entering the China market by the attraction of enormous market demand and continuously optimized investing environment, among these companies there are many ones which are occupied in industrial products’ manufacturing and selling. It is all-important to many foreign companies which are occupied in industrial products how these companies know and adapt the China market environment better, satisfy the market demand effectively, develop the business sector constantly and lift the companies’competitiveness signally.A, the company which was established in1948in Austria, is a family firm with the business focusing in plastic pipelines and relative products’ producing and selling, and it is advanced in the European plastic pipeline companies. It has begun to set up a dealer in Shanghai city to develop business in China since the1990’s, in2005it established the Whole-foreign-owned-Enterprise in Suzhou city, Jiangsu Province and it invested a product line which is used to manufacture plastic pipelines in2011. Because of the comprehensive effects of the market environment’s difference between China and the other countries, the limitation of the business operating idea and the global economic crisis, the Suzhou factory is always in halting situation, and this situation has attracted the highest notice of the A’s Austrian Headquarters and the A’s person-in-charge in China.The writer of this thesis holds the opinion that it is the key to change the A’s adverse actuality that a new marketing strategy in China should be formulated reasonably and executed effectively, so this thesis focuses in the A’s marketing strategy in China. First of all, it presents the environment of plastic pipelines and relative products through analyzing the outer environment from the macro environment and the overall industry environment to figure out the opportunities and threats. Secondly, the thesis studies A’s inner resource by evaluating the company’s abilities to find out its own strengths and weaknesses. Finally, the thesis plans and introduces the marketing strategy to A in China, and the details include positioning the A’s targeted market anew, adjusting the market tactics and raising detailed supporting measures.PEST, Five Forces Model, SWOT, Boston Matrix, Market Segmentation, Market Targeting, Market Positioning, Marketing Mix and some other methods are effectively used in this thesis. The thesis’s conclusion would be more adaptive to A, the execution of the marketing strategy would signally change the A’s current situation and improve the competitiveness of A.The analyzing process and the conclusion would contribute to the theories’ analysis of the business development in China of the foreign investing companies which focus in industrial products’manufacturing and selling, and also this thesis would provide some useful reference that the company can use cubic marketing measures to set goals, incent the salesmen, quickly break and manage the fresh market. At the same time I hope my thesis is useful to the marketing strategy’s formulation of the domestic plastic pipelines companies.