| Wind beneath the pines and cypresses, Lemna minor sense the wind dancing. High-technology, industrial pattern and continues to introduce new marketing tools, such as high winds whistling unstoppable tide of the times and in this business, keenly aware of this ebb and flow, tidal cold hot flashes, so as to know the potential perception of wind Lemna the move, flow, or complicated to simple volumes, marked a new or different collar. Henkel Loctite Corporation is the background in such an environment, under the impact of the new situation, the company’s share of the Northeast market in decline, and in an increasingly competitive and the overall slowdown in the manufacturing sector of the premise, profits continued to decline. This aspect of the case for the enterprise challenges, on the other hand researchers discover, analyze and solve problems and applied in practice provided an opportunity.To solve the above problems and achieve the object set forth above, we need to find out the cause of the problem and carry out a critical analysis of the problem. First, find a specific problem, the problem is mainly focused on the development of products marketing strategy neglected Northeast individual customer, the internal and external market segmentation bid cannot be unified integration, lack of brand building and excessive measure marketing results in four areas. The second step, conduct internal and external situation of enterprises analysis, specifically, the use of PEST analysis method were analyzed macro marketing environment using Porter’s five forces model analysis of microscopic marketing environment, in the analysis of business strengths and weaknesses using the SWOT model to find business opportunities and challenges. The third step, according to the issue and after full market research and in-depth internal investigation, put forward a number of targeted measures and recommendations.After the discovery and analysis of the problem, this paper presents some specific problem-solving methods and strategies. That article through the STP method to determine the market positioning, in accordance with the 7P’s theory, in the Northeast market, Henkel Loctite marketing mix strategy. Specifically, the main target market selection focus on the quality of large state-owned industrial enterprises, the implementation of product strategy development supporting the production of one-stop marketing the product to solve the problem, take the price on the value of marketing strategy, focusing on public relations management and channel selection on promotional methods, the channel management in order to ensure further integration of market development, the service strategy to attract talented people to strengthen the team spirit and increase training and building products trade show center and seize the opportunity to show the physical evidence strategy adopted to promote its policy process on means to reduce customer Party asymmetric information to enhance trust in the product.Finally, to ensure the implementation of market strategy, discussed the organizational structures, including sales on outstanding team-building, research, and enhance the ability of dealers on customer relationship management, developing reward management and supervision with other sales support system to ensure the implementation of security policies. In short, in the theoretical system of marketing, combined with Henkel Loctite Adhesives practical marketing experience in the Northeast market, the paper is the problem that organizations face today put forward practical marketing advice and these recommendations will help enterprises to avoid risks while helping companies seize market opportunities, thereby completing the strategic transformation strategy to improve the layout, consolidate and expand market leadership position in the market.About policy papers have been presented Henkel Loctite senior affirmation, and has been applied in the Northeast market development, implementation and achieved good results. |
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