Study Of Mining Machinery Industry Of Brand Positioning

MBS mining company is mainly engaged in the research& development, production, sale, after-sale service of building materials & mining material crushing and grinding. During the past 30 years, it has grown to the first-class mining machinery supplier. In 2009 MBS has grown to the industry leader because of new technology design and application, standardized and customized combination of modes, Internet+marketing strategy, and leads to the development of mining industry in recent years.The market competition has become more seriously, In recent years, the sales amount growing of MBS is slowdown as international economic background is down. MBS has tried to expand the production scale to reduce the average cost, increase marketing budget to get more enquiries, and employ more sales to get more business opportunity, while the result is not effective. In this way MBS company has to adjust the business model and solve the pressing issue-Brand positioning. To get a strong brand will make MBS break the deadlock and bottleneck and get stable market share in the mining industry.This article adopt PEST analysis tools to analyze the objective environment of MBS, adopt Porter’s Five Forces Model to analyze the competition trend of MBS, and therefore definite the opportunity and threat. Additionally, we also introduce the internal resources and core competitiveness of MBS’s development in different stage to establish brand orientate. Meanwhile, we get internal and external interviews and questionnaires from different angles to find out the difficulties of MBS. Finally, MBS needs to optimize and adjust the business mode, deepen customer relationship management, improve employees incentive mechanism and globalization to ensure MBS’s target" Century enterprise, Billion enterprise".