Z Company Marketing Strategy Adjustment After The Subprime Crisis

Chinese steel industry has been through the bottom from the glory in the past five years. From the highest point in 2008, the price in steel market has been declining. The steel industry chain has been tested including the steel production factories and retailing and processing companies.With a complicated situation and increasingly fierce competition, the steel industry companies have to adjust production plans and sales strategy.Meanwhile, the country introduced relating policies including industrial upgrading and eliminating the backwards to promote the mercerization of steel industry. With the fierce competition, the breaks of funding chain has hit many downstream steel processors, this made the expansion of steel trade companies and some of the enterprises are facing the outcome of natural selection. While some steel trade dealers could be in the dilemma of both sides, thus changing market strategy has become a priority.First of all, based on the information given above and recent market situation and the development of Z Company, I will analyze the influence of subprime crises on the corporate marketing strategies and the prosing cons of the original ones. Finally, I will make all the conclusions into a SWOT matrix, and define the strengths, weaknesses, opportunities and threats.Secondly, I will apply the STP and 4Ps theory into market strategy, thus get the defects of the original strategies.Third, with the combination of STP and 4PS theory, the adjustment and improvement of market strategy will be reached. With customer segmentation, products combination and channel maintenance, the market strategy will be strengthened and refined.Finally, the implementation and control of market strategy will be explicitly put forward. From the organizational structure and internal control to ensure the effective implementation and adjustment of market strategy in order to meet the expected goal.