A Study On The Marketing Strategy In China Of BP Industrial Lubricants Company

With the fast industrial growth in China,the need for the industrial lubricants goes very high,which result in the tough competition among the industrial lubricants providers.Recently the competition among Mobile,Shell and other brands goes very tough,Therefore it is very important to figure out the marketing strategy for BP to win in China industrial lubricants market.After a deep analysis of national macro economy,the author goes into the current lubricants market situation,the segment competition and the major competitors performance like Mobile and Shell.Meanwhile,the article takes a deep analysis of the internal marketing environment with BP including its culture,management style,R&D capability and market performance etc.After a market segmentation in detail,the article indicates for BP industrial lubricants the target market and market positioning and then locates the overall marketing strategy including the product,the pricing,the place and the promotion strategy and lists the action plan to insure that the marketing strategy is implemented.