Research On The Marking Strategy Of W Machinery Company

W Croup is a world leading supplier of Shot Blast equipment.Its headquarters is in Denmark.They are committed to providing high-end shot blast equipment,to improve the quality of users’ products and reducing the cost of each product.In 1997,W Group established a wholly-owned subsidiary in China,which is the W Machinery Company described in this article.Over more than twenty years,W Machinery Company always has a high reputation and good customer reputation in China’s high-end shot blast machine.But,since 2013,the marketing situation of the Company is not very optimistic.In addition to the external factors such as the great fluctuation of China’s industrial economy and the continuous change of the industry pattern,the marketing strategy of the Company has some problems.How to help the W Machinery Company to improve its marketing performance is the focus of this article.This article based on the marketing theory,from the external environment of W Machinery Company,includes the political environment,the economic environment,the social environment and technical environment.Found that the current state encourages the development of the manufacturing industry,and the company’s market prospects are broad,but there are still some uncertain factors and risks in the future.W company should strengthen their own construction to resist environmental risks,and also grasp the trend of the times and upgrade their technological level and innovation ability.At the same time,the article analyzed the competitive environment by Potter five force model,found that the current industry pattern is constantly changing,the competition is becoming increasingly fierce.Then,it analyzed the change of the customers’ requirements and the internal environment of W Machinery Company,found there are some defects in marketing performance,cost control,division of labor,marketing channel,incentive measures and so on,and the SWOT method is used to summarize the analysis and provide the basis for strategy formulation.Then,STP analysis carried out the target market decision for W machinery company.Finally,according to W Machinery Company’s present situation,throwed out suggestions for product,place,price and promotion.At the same time,it put forward some suggestions on the division of labor in the company,and made the implementation of the performance appraisal system according to the SMART rules,expect to benefit W Machinery Company and other similar enterprises in marketing activities.