Multinational Cement Equipment Company's Marketing Strategy Research In China

After the Reform&Opening up,under the guidance of national macroeconomic policy,major progress has been made in the cement technical equipment manufacturing industry in China,along with the fast economic development.Especially upon entering the new century,the strong demand for cement capacity has driven the rapid expansion of cement technical equipment manufacturing industry,also the upgrade of its technology and the manufacturing techniques.With a considerable competitive strength,Chinese cement design institutes and engineering firms have now taken over the share at Chinese cement technical equipment market which was long dominated by several European engineering firms.As one of these European engineering firms,the market position of Company A is being challenged not only at Chinese cement market,also at the international market.This thesis will only focus on the Chinese market.Facing the great challenges of cement excess production capacity,the aggressive price competition from Chinese cement equipment supplier,and the rapid growth of big stated-owned cement design institutes and engineering companies,it is of great importance for Company A's healthy and sustainable growth to study how to conduct its marketing activities,optimize its resources allocation and strengthen its internal coordination and control in order to improve its competitiveness in this complicated environment.Based on the related marketing theories,this thesis summarized the current situation of Chinese cement technical equipment manufacturing industry and analyzed its future trends.SWOT analysis is applied in this thesis to find out the strength,weakness,opportunities and threats for Company A.The marketing strategy for Company A is therefore concluded,with the consideration of the characteristics of cement industry.