C (Mexico) Company Marketing Strategy Research

The information of the international engineering contracting market is changing rapidly.Competition between enterprises is no longer a competition of single product and service quality,but more of a competition of marketing methods and techniques.Therefore,China’s international engineering project contracting enterprises seeks new benefits points and profitability growth space by effective application of the principles and methods of marketing to promote to enhance their market competitiveness and by rational formulation of marketing strategies in line with its features to guide its engineering project contracting marketing practices,all above has always been the most important topics for many companies,including C construction companies,pay most attention to.The C(Mexico)engineering project company is the research subject,combining my actual work experience and using STP theory,SWOT analysis,PEST analysis and other related scientific marketing theoretical methods,this paper analyzes the company’s organizational structure,marketing project types,project marketing regions scope and historical marketing data and other actual conditions first,and some relevant marketing issues are proposed,such as the company’s unclear target market and positioning leading to a lower bid winning rate and a single source of information leading to passive acceptance of bid information,departure from the strategic deployment of the headquarters leading to failure to using external resources reasonably,and weakening of construction project management.Then,basing on the analysis of the company’s internal and external advantages,disadvantages,opportunities,and threats,combining with the company’s actual situation,the target market is reasonably located by using STP analysis,finally some suggested marketing strategies are put forward to helping the company to reach the goal of expanding the scope of the company’s customers,improve its own business level,and realize the company’s sustainable development strategy,such as optimizing and sounding marketing channel network optimization to expand its own customer base and market scope,making reasonable use of government power and public relations to optimize marketing channels and the external environment,increasing cultivation communication of localized talents to improve the sense of belonging of all employees,establishing a reasonable enterprise alliance to achieve a win-win situation for enterprise cooperation,improving the level of engineering construction management.This paper is a case study of C(Mexico)engineering project company,with point-to-face perspective,hoping to give some inspiration and reference to our international engineering.