Case Study Of Marketing Strategy For Metering Pump Of DL Company

With the rapid development,SMEs have become the main force of economic development and employment promotion in recent years in China.In the rapid development,but also expose the difficulties and problems restricting the development of SMEs,such as marketing concept lag behind,lack of R D investment,shortage of talents and so on.DL company founded in 2001 is one of SMEs that mainly produces metering pumps used in Chemical industry.In recent years,DL company decline a performance and have a difficult time with the gradual reduction of the end user demand and the increasing market competition.Marketing is the biggest problem among the problems that cause the difficulties.How to solve the existing marketing problems of DL company to make the company out of the current predicament and take the opportunity to develop and grow has become the main concern of DL Company.Based on 4P marketing theory,this paper analyzes industry and industry competitors of metering pump in depth and describes two typical cases include "exploring way of DL company's product upgrading","DL company's dilemma of choosing marketers" to point out the marketing problems of DL company in the two aspects of "product" and "promotion" in 4P marketing theory.Then analyzing the internal and external factors of DL company though the SWOT and SPACE management model and combining the cases and the facts of DL company sum up the marketing problems of DL company in the product,promotion and marketing management.Based on the analysis of DL company's marketing problems and market segmentation,market targeting and market positioning of DL company by using STP strategy,this paper gives the marketing management strategy,product strategy and promotion strategy to deal with the marketing problems of DL company.I hope that the strategy proposed in this paper can be helpful to solve its own marketing problems and exit from its difficulties to DL company.At the same time,I also hope that the majority of SMEs who want to seek change can get the solution and Inspiration of marketing management from this paper.