The Competition Strategy Research For Dimethyl Carbonate By Shida Shenghua

Shida Shenghua(Full name: Shandong Shida Shenghua Chemical Group Co.,Ltd) is the largest manufacture of dimethyl carbonate in China. Since 2002 when the plant was found, the company has been faced with severe operating conditions on this product. In the first place it is the competition threat from external market. More and more manufacturing enterprise join this industry, leading to increasingly fierce competition in the cost, technology, price and marketing for manufacturing enterprise. Furthermore, there exist hidden trouble in the company’s internal management. The internal management process of the company needs to be further optimized and combed and the quality of product urgently needs to be improved. Therefore how to establish the company’s DMC core competition ability and form the lasting competitive advantage are the most important problems need to be settled.Based on some basic theories such as the concept and fundamental contents of competitive strategy of the products, the tools of strategic analysis, this article systematically expounded the corporate’s marketing strategy. It introduces the company profile of Shida Shenghua, including the brief introduction,sales organization, products and production capacity, etc. And it give a detailed analysis of the macro and micro environment of dimethyl carbonate, focus on the implementation of the marketing strategy of the company with PEST analysis, Porter’s five forces analysis and SWOT analysis.In addition, it design the sales strategy of the product from the set of strategic objectives, market segmentation and selection, market positioning, and marketing strategy combination, and bring out the safeguards from the implementation and control of the dimethyl carbonate competitive strategy.Finally, it’s more arduous to obtain long-term competitive advantage in the increasingly competitive chemical products market environment. In order to achieve the strategic objectives, the implementation of appropriate competitive strategy is imperative. Only by implementing effective competitive strategy can we effectively improve the profitability of Shenghua Company and improve the overall level of competition.