Research On The Marketing Competence Of FPSO Company

In the increasingly competitive business battlefield, competition is not only the issue that enterprise must face for survival, but also the process of strategic and tactical adjustments to adapt to the changing market environment. The success of enterprise is no longer simply depends on the products, but increasingly depends on the enterprise’s comprehensive strength, especially the marketing competence of enterprises. FPSO Company focused on three business areas of home care, personal care and adhesive technology. It has become one of the main global manufacturer and supplier of adhesives with years of development. With the development and expansion of business, FPSO Company’s marketing strategy does not apply to the gradual development of the market. Since the marketing concepts is old, master information is not comprehensive, strategic marketing positioning is not clear and employee turnover, FPSO Company’s market share is not high, sales performance is poor, marketing competitiveness gradually declined.Based on the marketing and industrial competitiveness theory, SWOT analysis is used to describe strengths, weaknesses, opportunities and threats of FPSO Company. And marketing competence evaluation system is bulid from four aspects of marketing concepts, marketing information, marketing strategy and marketing performance after the analysis of the factors which influence the marketing competence of FPSO Company. Then we use fuzzy comprehensive method to evaluate the marketing competence Company. The results show that: the marketing competence of FPSO Company is “general”, and Marketing concepts, marketing information, marketing strategy and marketing performance are at a low level. Based on the results, recommendations of three aspects of market, management and technology which improve the marketing competence of FPSO Company are proposed to provide some references for company to formulate development strategies.