Marketing Strategies Of Soda From A Company

Soda ash products are the final products of soda ash as raw materials for many chemical products in the middle of raw materials,automotive glass,real estate,and daily chemical products.Soda ash industry supply and demand by the external environmental factors,but also subject to the constraints of raw materials and technology,industrial salt,brine,Glauber's salt production and supply will have a greater impact on the production of soda ash,refining and preparation technology also restricts the soda ash Of the production capacity,as well as increasingly stringent ecological and environmental management requirements,which are on the A company's sustainable development challenges.Therefore,the study of A company soda ash product marketing is inseparable from the large marketing environment and the specific marketing situation analysis,which is to enhance the company's operating capacity and performance has a strong practical value.This study first analyzes the marketing environment of soda ash industry,from the industry capacity and production,technology and equipment,raw salt supply,import and export situation,price movements,demand and changes and A company where the southern market specific marketing environment analysis.Then,the current situation and problems of the soda ash product marketing of A company are analyzed from the aspects of target market,product mix,price,channel and brand building.The analysis points out that A company's current soda ash marketing has the following problems:(1)small production capacity and poor scale,In the Guangdong market can not be absolutely dominant.(2)a single product,not the formation of industrial chain,rely on the day to eat.(3)product is highly homogeneous,no difference.A serious excess capacity,subject to the market and macroeconomic development,some customer loyalty is not high.(4)large downstream customers,the cash back to the quality is not high.(1)the target market: based on the Pearl River Delta market,to enhance market share;(2)to optimize the product portfolio strategy: focus on improving the ash and soda ash production capacity and the market,the company's overall planning and marketing objectives,(4)to strengthen the brand,to maximize the value of customers and maximize the benefits of the company;(5)the development of upstream and downstream industry chain,to achieve diversified operations;(3)channel strategy: to direct sales,factory-to-plant sales;(6)to strengthen the construction of qualified personnel,training a high-quality marketing team.