Research On The Marketing Strategy Of Schenck Weighing Equipment In The Cement Industry

In the 10 years from 2002 to 2011,because of the demand for cement was increased greatly for the China's economic take-off,so that the development of cement industry reached a peak,but,after 2012,the industry has begun to atrophy.As a supplier of cement weighing equipments,Schenck not only will be under the influence of the cement industry development,but also facing the pressure of competition from similar products.In that case,Schenck has to reconsider and adjust its marketing strategies to adapt to the changes in the cement industry.This paper introduced the research on the marketing strategy of the weighing equipments market applying the modern marketing theory to Schenck.Firstly,it introduced the basic situation and the localization of the Schenck company,and analyzed three aspects which including the macro environment of weighing equipment market?industry competition environments and buying behavior,as well as using the method of SWOT theory to analyze what kind of strengths and weaknesses Schenck has,with the opportunities and threats Schenck faces.Secondly,under the guidance of the STP theory,it analyzed the main products of the weighing equipments and customer types in cement industry for Schenck company,and the work about market segmentation and target market selection and market positioning was carried out,which helped to make marketing strategies of Schenck's weighing equipments.Finally,based on the marketing theory of 4R,the weighing equipments related tactics?response tactics?relations tactics and Return tactics is proposed.