Research On Marketing Strategy Of SG Plastics Company In China

As long as the development of China industrial,foreign industrial companies are facing more and more competitions,after the high speed growing stage,foreign companies development become stable and even loss their market share when the local companies and other similar companies getting more and more competitive.SG plastic company is one of the foreign industrial companies who are facing those developing issue,this thesis is based on the background of SG plastic company,to research the company's marketing strategy,try to offer the practice and reference to foreign industrial companies and help them to develop sustainably in China market.This thesis is based on the marketing related theories,according to the investigation of industrial marketing,use PEST analysis method to analyze the macro market environment where the company stays,use the Potter competition strategy theory to analyze strategic competition environment where the company stays,use SWOT analysis theory to analyze the company's advantages and disadvantages,opportunities and challenges,by using SG plastic company's resources and capabilities,according to the market orientation and subdivision theory,positioning the company's target markets and work out the 4Ps marketing strategy and countermeasure.To finish the thesis,use systematic research methods such as literature interview,empirical analysis,onsite investigation,customer relationship management,etc.By summarizing and refining,to get the practical and feasible marketing strategy.From research of the marketing theories and the actual situation of SG plastic company,this thesis summarize the practical and implementable marketing strategy which is useful for SG plastic company's development and also provides the reliable theory support and effective practical approach to the similar companies that constructed with multiple strategic business units.