Research On Marketing Strategy Of C Company

Company C is a CAE(Computer-Aided Engineering)software company headquartered in the United States.Its branch in China is mainly responsible for marketing,sales and technical support in the Greater China area.As information technologies get increasingly integrated with industrialization,we see the request for transformation towards digitalization and intelligence peaked from Chinese enterprises,as is the request for industrial software such as CAE software.Facing China’s vast market full of opportunities,the singleproduct-oriented direct-sales mode of C company can no longer stay up with the rapidly growing industrial software market and a bottleneck in sales was met.The limited sales manpower also makes it difficult to cater the requests from different areas and fields.Meanwhile,the passive sales mode has also caused C company to suffer from low new customer attraction.To improve the current marketing strategy of C company has thus been chosen as the topic of study for this thesis.The thesis takes C company as the research subject.Tools such as PEST analysis,Porter’s five-force model and others are utilized to analyze the internal and external environment of C company,to identify existing problems of C company and to streamline its current marketing strategy.The above is also done with an insight for the current and future development for the industrial software company.Based on STP and 7P marketing mix theories,the thesis proposes corresponding marketing strategy improvement recommendations.The goal of the thesis is to provide guidance for the marketing strategy of C company,and on a further note,to provide help and inspiration for marketing strategies of the CAE industry and other related industrial software companies.