Sika China LTD Concrete Marketing Strategy

Sika was founded in 1910. It is a global specialty chemical company headquartered in Baar, Switzerland. Sika manufactures and supplies products for building sector and industry sector. Sika (China) Ltd. was founded in 1993 when China’s economy was booming during these 23 years. In recent five years, China has become one of Sika’s key strategic markets in Asia. Sika has developed new products to meet the customer needs in China to sustain its development in the Chinese market.During the 20 years, in order to continue growing in China, it’s important for Sika to establish the right strategy. Especially in recent year, the Chinese market has had some changes and fluctuation, Sika has started making some strategic changes, however the marketing strategy is relatively conservative, which leads to the loss of marketing share. It is therefore important to review and analysis on the current strategy to find a solution to improve current situation.This essay has provided detailed analysis to Sika (China) Ltd.’s current marketing strategy. Research has been carried out to different strategic marketing models and theories, to not only explore the relevant strategy to solve the current problem that Sika is facing in the Chinese market, but also a potential solution which would help Sika to grow in China.