Research On Corn Seed Marketing Strategy Of Pioneer Company

Nowadays,the corn seed industry in China is facing increasingly severe competition.Corn seed companies are confronted with difficulties due to national policies to reduce corn planting area,the decrease of farmers' income and low enthusiasm of farmers.Based on the current situation of the corn seed industry,Pioneer company was chosen as a case to carry out the marketing strategy research.A detailed strategy and safeguard measures were made to improve the core competitive capacity of Pioneer company.We also expected to provide a reference for other corn seed companies and made a positive contribution to the healthy development of the corn seed market.The article expounded on the present situation of the Pioneer company based on the environment of the national corn seed industry.“PEST” and “SWOT” were applied to analyze the marketing strengths and weakness and find out the problems in the current marketing situation.At the same time,“STP” and “4P” were used to evaluate marketing position and segmentation from the following 5 perspectives: product,price,channel,promotion and agronomy services,based on the sustainable development strategy of Pioneer company combining with the advantages of seed quality and agronomy service.The marketing strategy includes: Good quality of the seed and precise positioning of new products are indispensable.The pricing of seed is based on the value we can bring to the farmers,but a flexible price strategy is needed according to the market competitive environment and product performance.Channel sinking,reducing the channel levels and increasing the retail channels are the main methods to maintain the stability of the channels.Focusing on the farmers' needs and improving the satisfaction of farmers through technical services are the bases to success.All marketing strategies are based on the quality of seed,these strategies will be meaningless without good seed quality.At the same time,the leader team of Pioneer company need to keep up with the development trend of the seed industry and make all efforts to leverage the demand of farmers through technical services.Only by providing with high-quality corn seed and technical services for farmers,our business can achieve sustainable development.A detailed marketing action plan and feasible safeguard measures were formulated to guarantee the implementation of the marketing strategy.Based on the research of Pioneer company's marketing strategy,the strategy also need to be optimized in the future to enhance the core competitiveness.Demand generation was chosen as key leverage to satisfy farmer's needs and to achieve the tripartite win-win strategy of corn seed companies,channels and farmers.