Research On Marketing Strategy Of K Petrochemical Company

Chinese paraffin production is in the forefront of the world with the advantages of resources and scale, and its export volume ranks first in the world, but didn’t get enough economic benefits. The major reason caused this situation is paraffin exporting enterprises in China didn’t established a comprehensive marketing system yet. Therefore, a comprehensive marketing system could not only increase the profit for the enterprises and promote their development, but also helpful to set up a perfect brand image to match the important position of paraffin exporting for China in the world. With the help, China could be better at participating in the international market competition and keep competitive for longer time.K Petrochemical Company is a Sino-foreign joint ventures who specializes in the production of paraffin wax and related products, processing and export trade in China. As the leading manufacturer and exporter of paraffin wax and relative products in China, it owns more than 1,000 employees and creates export volume more than 150 million US dollars annually, however, the company faced a bottleneck of development behind the continuous development of business and business volume. According to the data statistics and analysis, it is found that the company is suffering a gradually reduction on its growth rate of annual business volume, which indicating that company has entered a narrow space of and development and growing rate, in which case the company might be in risk of slow developing or even reverse on business in future. Meanwhile, the company’s business volume is also very unstable due to the volatility of international economic and market conditions, and brings risks to its running and turnover of funds. Hence, I expect to smooth the problem that company is facing, and recover the vitality of development, and also enhance its viability against the volatile international market.K Petrochemical Company is specialized in the production, processing and exporting of paraffin wax and its related products. Based on the traditional 4Ps marketing mix theory and considering the actual situation of K Petrochemical Company, the marketing mix strategy of K Petrochemical Company is studied here. Firstly, combined with the present situation of paraffin exporting for K Petrochemical Company and pointed out the problems existing in the process of marketing. Then analysis the environment of export marketing from the inside and outside factors, and pointed out the disadvantages of its export marketing through the SWOT analysis of the competitiveness as lack of the corresponding marketing system, narrow product line and low additional value, little market information. On basis of above studying, set the reasonable target market position for K Petrochemical Company. Integrated marketing mix theory and aimed at the problems existing in export marketing, designed marketing product strategy, price strategy, marketing channel and sales promotion strategy respectively, and finally presented the supporting measures for export marketing strategy.