Research On Marketing Strategy Of SK Excavator LTD

The excavator industry is a forerunner industry in economy, and it is also an investment driven industry. The fluctuations of macroeconomic environment affect the demands for excavator industry. The real estate market regulation by government has reduced the use of 20t type. The prosperity and depression of energy construction and mining also affect the demand for mining excavator. The "structural adjustment, steady growth" policy of the new government and the early policy of 4 trillion investment stimulus overdrew the market demand. And under all these pressures, the demand for excavators in 2011 was down, and there was a reverse in the market:large production capacity, high inventory, many idle equipment, and bankruptcy or life-and-death struggle of some enterprises.During the twenty years of the development of the excavator industry, customers have also experienced great changes from immature and irrational to mature and rational. The group structure of the customers has changed, and their needs have diversified. With the "new normal" theory of the excavator industry, the enterprises must be innovative, re-examine the changes of the environment, and make strategies for development and marketing to lead the demands of the customers, so that they can survive and be developed. And this is the original intention of this paper, hoping to provide some help for SK Excavator Company which is the author’s workplace.There are five chapters in this paper. Chapter 1 mainly illustrates the background, purposes, range, significance, thinking and methods of the research. Chapter 2 analyzes the marketing environment of SK Excavator Company, involving detailed analysis of macro environment, industry circumstance, the company’s internal environment and customer behavior. The macro environment analysis deals with politics, economics, society and technology with the help of PEST model. And the analysis of industry circumstance uses Michael Porter’s Five Forces Model to analyze the competition pattern. Then SWOT is adopted to analyze and explain the advantages, disadvantages, opportunities and threats the enterprises face, and the four alternative strategies. And the company’s strategic objective and strategic choice are clarified:following the strategy of stable development. Based on Chapter 2, Chapter 3 designs the marketing strategy of SK LTD, using 4C as the theoretical framework, which means the customer is most important and the formulation of marketing strategy must center on the realization of the customer’s maximum value. Chapter 4 lists the specific resources and security measures to implement the strategies of the company. Chapter 5 puts forward the research conclusion.