Analysis And Research On Marketing Strategy Of G Company In China

China is striding forward to a powerful manufacturing country from a big manufacturing country on the background of rapid economic development over the past two decades. Steel industry, the foundation of manufacturing industry, achieved significant growth at the same time, with China’s crude steel production has ranked the first in the world since 1996. There are mainly two methods of processing steel: Blast Oxygen Furnace(BOF) and Electric Arc Furnace(EAF). Today total crude steel output are still mainly contributed by BOF process, but EAF steel is expected to keep growing with the features of energy saving and environment improving at more and more countries. The proportion of EAF steel accounts for about 28% of total global steel production at present and the number goes even lower in China(less than 10%); however, the percentage of EAF steel will be increased with improved consciousness of environmental protection and sufficient supply of steel scrap in the near future. As a result, the demand of graphite electrode, the dispensable auxiliary material for EAF steel production, will grow dramatically, and the graphite electrode industry in China will have a huge space for development.Foreseeing the huge potential of graphite electrode market in China, yield starved investors have ploughed into graphite electrode market by setting up companies and plants; however, the market development in recent years are barely satisfactory. A considerable number of enterprises gradually lost market share due to poor management, short of funds, technical bottle-neck coupled with the fierce competition on the market. Some of them even started to go through the bankruptcy liquidation. They have encountered unprecedented crisis of survive and development. At the same time, the lackluster market condition has provided great opportunities and prosperities to foreign enterprises that have clear strategic plan, optimized product combination, and advanced production and management. As a leading company, G China scheduled a long term strategic plan consistent with the China’s market condition and thus to obtain and maintain competitive advantage in the competition.By studying in the multinational graphite electrode enterprise in China, we use strategic tools to analysis its strategic marketing in details. Through comprehensive analysis of the market environment and understand the company existing marketing strategy and tactics practiced by G China, as well as the analysis of process control during the implementation, in order to provide suggestions for improvement of existing business strategy among Chinese graphite electrode enterprises.With the specific case study and systematic research, this paper provides a comprehensive analysis on how G China executed their well-defined strategic plan at a very competitive market. By analyzing the strategy development and implementation, G China’s successful experiences of market-orientation and customer focus are deeply reviewed. Hopefully this paper can provide some references for the future development of China graphite electrode industry.