A Study On The Marketing Policies Of K Company

The rapid development of the Chinese economy has brought great opportunitiesto the industry of dialysis water treatment system. Being in the low-end market, KCompany is confronted with fierce competition. The problems faced by the Companyare how to optimize the resources and seize the opportunities to develop the Companybusiness.The study of the thesis will focus on K Company. By summing up experiencesand lessons of the Company’s marketing practices, further analysis for currentsituation and future trends of the dialysis water treatment system has been made.Meanwhile, Potter’s model has been employed to analyze the competition structure ofthe industry. Bear in mind the drawbacks of the Company in small scale, lowproduction capability, inadequate allocation of budget for the R&D, and less effectivemarketing techniques, STP theory has been used to segment the dialysis watertreatment system market. The target market has been selected by taking theCompany’s advantages of technology leader and high market share in the high-endmarket and the Company’s product and brand has been accurately positioned in thetarget. Based on the4Ps marketing police, the marketing sections such as productlines, pricing, distribution channels and promotion has been effectively improved andperfected to enhance core competence and guarantee the sustainable development ofK Company in the future market competition.Applying the marketing theories, the thesis has improved and perfected themarketing policies to fulfill the requirement of future development of K Company. Itis hoped that this study can offer a reference to the similar domestic medicalequipment manufacturers.