Beijing Smart Garments Marketing Management Diagnostic Report

Along with the advance and improvement of market economy,the marketing in China has witnessed its own development from 'production' to 'selling',and further to 'integrated marketing'.Founded in 1985,Beijing Shunmei Inc.has peaked at its first ten years of development and gradually fallen behind among its peers.The first part of this study reviews the main concepts of marketing management along with introduction of the integrated marketing.Integrated marketing focuses on consumers needs,developing its market strategy in the whole process of product development,production and distribution channels,and brand promotion.During the 27 years of history of Shunmei,the success of the first 10 years can attributed to both market opportunity and marketing success.The resignation of general manager Liu in 1998 unveiled the falling of Shunmei.The change of management level appeared to be a personal issue,but rather is the firm management issues in the gradually changed market structure and harsh competition among different brands.Since 2000,Shunmei has struggled in its continuous growth,along with the appearance of issues of the vague corporate strategy development and personnel unsteady.The first part of this study tried to uncover these issues appeared in the marketing management using the 6P-approach.With the discovery of issues exposed in the current marketing management,these problems exposed in the process of product development and production,distribution channels,brand promotion and personnel management will be thoroughly analyzed in the second part of study and possible solutions will be suggested.To sum up,the poor firm performance is due to the poor personnel management that rises from weak firm management and personnel simulation strategy.The sustainable development of the company can only be achieved through complete reformation using integrated marketing strategy,including integrated industrial chain competition,brand management,and enhanced overall brand share and terminal discourse right through proxies.