A Research On Marketing Strategy Of Jotun COSCO Marine Coatings In Current Market Situation

With the continuous development of the global economy,in the marine coatings market,consumer behavior has shifted from production orientation to customer orientation.In the fiercely competitive market,marine coatings manufacturers need to pay attention to the improvement of other service quality in addition to providing high-quality and diversified products.After studying the business model,SWOT positioning and company value chain of Jotun COSCO,this paper believes that although the value chain of Jotun COSCO has price and logistics advantages,deeply studied it's industrial development model and believes that such a value chain is easy to be imitation and substitution,and only use low prices strategy as a main competitive mode to attract consumption,then the customer relationship is weak and lacks of loyalty.As long as competitors offer more favorable promotional programs,Jotun COSCO will lose a large number of customers and it will be difficult to maintain its dominant position.Therefore,the purpose of this study is to identify differentiated service content from competitors,cultivate consumers to become loyal customers,and establish long-term customer relationships for COSCO Jotun.This study will interview Jotun COSCO Marine Coatings(Qingdao)Co.,Ltd.,which has been in the marine coatings manufacturing industry for 13 years,on a case-by-case basis to discuss the industrial characteristics of the marine coatings manufacturing industry and the business model of Jotun COSCO.The cooperation mode of upstream and downstream manufacturers,the distribution and changes of competitors,etc.In addition,this study will also interview the main customers of Jotun COSCO,including shipowners,shipyards,and ship management service companies,and hope to have an in-depth understanding of the trading habits,purchasing patterns,and service content of the marine coatings industry.After exploring the key factors affecting these transactions,we will propose a tailor-made innovative marketing strategy for Jotun COSCO,hoping to successfully create more stable customer loyalty and enhance the long-term success of COSCO Jotun.Competitive advantages.