| Y lubricating oil company is a joint venture established in May 2013 by group A company and Petroliam Nasional Bhd(Petronas).The predecessor of Y lubricating oil company is A lubricating oil company which established in 1995.A lubricating oil company is a subsidiary of group A company which is known as the "green engine company of China".Group A company has been leading the engine industry.After the adjustment in 2015,domestic consumption of lubricating oil began to increase again.However,the sales volume of Y lubricating oil company is still declining year by year.This phenomenon indicates that the product of Y lubricating oil company is less competitive among similar products in the market.The company's marketing strategy is not in line with the company's actual situation.Based on the modern marketing theory,this paper uses PEST and porter's five forces model to analyze the macro environment,micro environment and industry situation of Y lubricating oil company.From the perspective of 4P theory,the current marketing strategy of Y lubricating oil company and the actual problems encountered in the marketing process are analyzed.This paper uses SWOT analysis to summarize the company's strengths,weaknesses,opportunities and threats in the marketing process.According to the results of this series of analysis,this paper puts forward Suggestions for the optimization of the company's strategy in terms of products,prices,channels and promotion,and proposes corresponding specific safeguard measures according to the optimization strategy.Through the writing of this paper,the marketing strategy of Y lubricating oil company is analyzed from a theoretical perspective,and the existing problems in the marketing process are found.On the one hand,it can help the company to improve and optimize marketing strategies,and provide a basis for the company to make correct marketing decisions.On the other hand,it has certain reference significance for the marketing practices of relevant peer enterprises. |
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