Study On Powder Coatings Marketing Strategy Of Company A

China’s construction market has been continuously prosperous in the past30years since the beginning of the great reform and opening-up to the outside world, which creates a huge market for different kinds of coatings.In consideration of the deterioration of natural environment and air pollution, the traditional organic solvent coatings are faced with more and more strict restrictions, and the environmental friendly coatings will become popular in future market. The structure of coatings market is under a great reforming at this moment. In recent years, the Powder coatings maintain above10%annual growth in market, which shows broad prospects.Powder coatings belong to procedural industrial products, and its direct demander is architectural aluminum spraying plant companies, and final consumers are owners of buildings construction contractor. Its marketing activities involves in multiple stakeholders which causes a complicated competitive environment. It is difficult for the companies to design a proper marketing strategy. Most of powder coatings suppliers’ strategy only meets the requirement of direct demander, but ignores the real require of the final demander consumer. These practice failures put them in a passive position during the competitions.As a leading advanced multinational corporation, Company A is an international leading powder coatings manufacturer of which the products of Company A are very famous for their high technology and stable quality. Faced with the huge demand of China’s market, the head office of company A continuously increases the investment. By the year of2012, company A has built up a technology research&development center in Shanghai and six factories in Shenzhen, Suzhou, Ningbo, Langfang, Wuhan and Chengdu. However, But due to the marketing environment is distinct from America and Europe, its mature sales strategy is not working well, which leads in the top end of market, but still falls behind in the market share, faced with a great challenge. Although the high-end Market Share lead, there is still a large gap comparing with the average global market share. Company A is facing a great challenge.Research purposes of this thesis:Researching the process of how to make a successful market strategy for brand A powder coatings, learning the success factors and solving the existing problems by application of marketing theory, strategy management theory and analysis of internal and external environment of enterprise and China’s market to achieve a big breakthrough and enterprise’sMarketing target: doubling its sales in the next five years to reach the world average market share, strengthen its leading superiority in same industry.The main innovation of this thesis is the utilization of relationship marketing theory to find out the features of involved stakeholders in its strategy. Research is deeply analyzed the differentiated competition superiority caused by the organization chart of company A:front end of hunter’s model and rear end of famer’s working model. Company A is a typical international company positively adapting to the immature market. The author hopes this research can be a reference for enterprises of related business.Based on the logic relationship of raising question, analyzing question and solving question, this thesis is divided into four chapters.Chapter One:Describe the researching background, content and frame of the thesis.Chapter Two:analyze the internal and external environment of the company A, and its status in industries.Chapter Three:Analyze the current situation of market strategy of company A and all the existing problems.Chapter Four, Put forward improving suggestion on existing marketing problems, give improving advices to current strategy.Conclusion: Research significance, summary of Success factors, Study limitations and looking into the future.