On China Marketing Strategy Study Of Knauf Aquapanle

Abstract:More and more multi-national company start realize the importance of the China market due to the high speed economy growth and domestic demand, MNC keep transfer new technology and product from oversea to China market. All the MNC are focus how to utilize the resource, understand the development of China market, find suitable product and develop the marketing strategy.This article study Knauf Aquapanle product, analysis and describe the root cause of it’s challenge on China market. The Industrial customer survey have been conducted, positive feedback received on product image, quality as well as the function, however the concerns on the price. This article using PEST theory to analysis the government policy, economic environment, social environment as well as technology environment, also analysis the cement plate industrial trend from competitiveness and replacement product. The result shows that there will be great potential for Knauf Aquapanle product. Second through SWOT analysis to define Knauf Aquapanle product’s marketing position from company internal operation, similar product and replacement product. Then through STP theory, define Knauf Aquapanle product as industrial construction material according consumer’s behavior, construction material market’s character. Segment the market into interior and outdoor market. From industrial product market theory and industrial construct material consumer analysis, customer value stream mapping analysis, select construction outdoor material market as targeted market, pause the development of interior market, realign the company resource and advantage of the product, identify the targeted customer. Use it as the base to define the market strategy. Under4Ps theory, Knauf Aquapanle China market will focus on outdoor market, using Knauf Aquapanle outdoor product, optimize the current sales channel, provide system solution, technical service and product specification advantage for the targeted customer and targeted project, establish the marketing strategy for Knauf Aquapanle China market. Also provide reference for multi-national construction material company’s China marketing strategy development when they import similar product.