| The research of this thesis is to study the marketing strategy of CM Company in China market.CM is a company which originated from the US.It is professional on outdoor products,focusing on Research and Development,and Marking.Its brand has more than 100 years history.Its global sales amounted to $2 billion in 2015.It occupies the biggest market share on outdoor equipment products in the world.CM Company began to enter China market in 2010.Sales average annual growth rate is 30% in the past years.But China market sales are only $8 million,and only 0.5% of CM global sales.On the other hand,total amount of Chinese outdoor market is about $3 billion,which is about 5% of the total global market.From this contrast,we can see that CM Company’s products in China market share is low;there has good opportunity of large growth.In this thesis,the CM group China branch is studied,by using the PEST tool,combined with the analysis of qualitative and quantitative data regarding China outdoor product market.The enterprise’s external and internal environment were studied as well;and also the domestic outdoor industry development status was studied,including product characteristics,market demands,supply chain of the industry,and also the competition pattern of the industry.This thesis also analyzed some issues within the CM company in the past 5 years of China market operation,by using the SWOT analysis tool and 4P marketing theory.The Market Positioning of CM brand in Chinese market should be high-end brand in the field of outdoor leisure products.The competitive strategy of the CM Company should be Differentiation.The marketing target of CM Company in the future 5 years of annual sales growth rate should be 30%.Then to achieve this goal,this thesis has formulated Marketing Strategy of CM from four aspects,Product,Price,Channel and Branding.Finally,in order to ensure successful implement of this Marketing Strategy,the thesis studied some principles from HR strategy,Evaluation and Feedback System,Planning controlling,Supply Chain Management.The research results of this thesis provided a direct guide to the selection and development of CM Company’s Marketing Strategy.The research ideas and methods can also provide useful references for managing and controlling during the implement of the defined Marketing Strategy for the CM Company.To these outdoor industry companies,the researched data and conclusions of this thesis also provided valuable references. |
