| As new organic material with high performance,silicone materials can be widely used in many applications and perform very important role.MPM company is a key player in global silicone market,has developed business in China market for many years,as well as building up manufacturing plant in China.Due to global economy crisis and improper marketing strategy,MPM’s business development in China market is not good,especially for automotive application and relative market,business share in automotive market of MPM is less than 5%,much lower than competitors 12%.Indicated that MPM’s positioning and strategy were not suitable for this market.In order to achieve MPM’s growth target before 2020,certain marketing strategy need to be adjusted to match competition situation in China automotive plastic modification market,so that MPM company can improve business growth and margin level.Firstly,this thesis analyzed external environment,including macroeconomy situation,market trend and market competition.Secondly had detailed analysis about internal capability of MPM,like human resource,branding,finance,sales,marketing,R&D,etc.Based on above analysis,conclude the possibility of developing business in China,and relevant advantage and shortage.Then analyzed marketing strategy in China automotive plastic modification market,including targeting,segmenting,positioning and competition strategy,reach the conclusion that MPM company should follow differentiation competitive strategy in automotive plastic modification market,change market role from silicone product supplier to silicone solution provider.At last,some improvement suggestions regarding to current marketing development tactics were given according to new company positioning and competition strategy.This Thesis can be reference to senior leadership about business development in China automotive plastic modification market,meanwhile,this analysis process can be reference to some multinational company who wants to develop business in China market. |
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