Research On Market Positioning Strategy Of W Company CSR Audit Service

CSR is the abbreviation of Corporate Social Responsibility, which means that while the corporate creates profits and takes responsible for shareholders, and should also takes responsibility on the interests of workers, consumers, environment, communities and other stakeholders. The core is to protect the legitimate rights and interests of workers, which include non-discrimination, not use child labor and forced labor, health and safety in working condition and etc. With the development of economic globalization, more and more brand customers pay close attention to CSR, and many world-renowned brand companies have implemented their CSR standards to their suppliers. The implementation of CSR standards already is an inevitable trend in International business. In the past 30 years, over thousands of brand companies required their supply factories to implement CSR standard in China, must conduct CSR audit or obtain relevant certification, otherwise the trade cooperation would be suspend. The industries included textiles, clothing, footwear, toys, furniture, electronics, electrical appliances, hardware and etc. Some world-renowned brand companies have set up their own CSR department with the CSR audit team, but most of the CSR audit is carried out by professional third-party agents(TPA).W Group Company is founded in 1872, with the headquartered in Cologne Germany, which is the world-renowned third-party testing and certification company, providing testing, certification, training, consulting and other services in 37 industries. Although the W Company has high reputation in third-party testing and certification industry, but the CSR audit service has slow development compare to the peers, only occupied very little market share. In this thesis, takes W Company CSR audit service development as a starting point, analysis the business marketing environment of W Company CSR audit service, compares to competitors’ strengths and weaknesses, Systematic analysis the current situation of W Company CSR audit service, and the competition with major competitors’ marketing strategy, raise the Market Positioning Strategy of W Company CSR audit service.In current marketing theories, there are only few marketing positioning and marketing strategies theories focusing on CSR audit service. Through the case analysis of W Company CSR audit service market positioning, it should be as a sample or reference for other companies in the same industry.