Research On Marketing Strategy Of SN Group's Tobacco Coal Products

After ten years gold-period of the coal, more and more coal enterprises got the deficit. The recession of the coal caused sales and price of anthracite coal, coking coal and thermal coal to drop off. However, maintained the price at a good profitable level, the lump bituminous coal which based on the civilian coal market emerged as focal point.This paper took marketing strategy of the lump bituminous coal sale in the SN group as the research object. Based on a large number of research materials about the SN group and the relevant theory of the marketing, and combined with the data analysis related topic and the sales experience of old clerks, the marketing strategy of the lump bituminous coal sale in the SN group been researched.In this study, based on the theory of marketing management and literature review, it was firstly described that the current marketing condition of the SN group and analyzed the existing problems and shortcomings; then using the PEST analysis method and the Potter five forces model, the macro and micro environment of the SN Group was assessed. Furthermore, we systematically examined the internal strengths and weaknesses in the SN group by applying the SWOT analysis method. Finally, we proposed an advanced marketing plan that can provide a better understanding of the real coal market and fully improve the business of the SN Group.The main results of this paper were embodied in three aspects. The first one was that the Brand Strategy should be used to resolve the problem of not uniform on the title between upstream and downstream about the product name, and the problem of counterfeits. The second one was that the SN Group should strengthen the management of sales channels and the effect of channel to make up for shortcomings of after-sales service, advertising campaign and sales promotion. The third one was that marketing information management should be paid more attention to strong support market strategy adjustment, and as much as possible digging the latest and relatively comprehensive market information.