The Research Of Marketing Strategy Of Owens Corning Company In China Market

Owens corning Company is the biggest manufacturer of insulating materials of the world. utilizing the basic principle and design method of marketing, this thesis is focusing on the analysis of marketing environment and marketing strategy based on the issues OC company confronts during the daily marketing activity in China market, Which is adopting SWOT analysis method, Michael Porter’s Five Forces Model and the Competitive Ability Analysis combined with author’s own work experience and related data collecting. to find out the actual problem and it’s root cause during marketing in China market. and finally raise the rationalization proposal on the improvement of 4P’s. Implement innovative marketing work to help OC company change current status in China market. Further improve OC company’s performance, increase the market share and promote the balanced and fast development of different area of China market.This thesis begins with the introduction of research background and objective, the research idea and method, and also OC company general information and current marketing status. then to analyze the marketing environment in respect to macro, micro and competitive capacity to find out the opportunity and challenge of OC company in China market. In seeking the root cause of marketing strategy on product, price, promotion and channel through the analysis on current China marketing strategy, the thesis finally come up with the improvement suggestions and proposals.