The Research Of Marketing Strategy Of Hon Blowing Agent

Rigid Polyurethane foam has the best insulation performance of all organic materials.It is widely used in home appliances,cold chain transportation,building insulation,industrial pipe insulation.Blowing agent in the polyurethane insulation material is to help the role of foaming,and the same time,its gas thermal conductivity is to provide the foam with insulation performance.Honeywell fluorine products has been developing and commercializing fluorine carbon blowing agent for more than 50 years.Its blowing agent product was first introduced in China back to 2007.Because of the increasing environmental protection regulation and energy efficiency requirement,in recent years,its market share is growing.In 2012,Honeywell formed a joint venture with state owned company,Sinochem to produce and sell blowing agent.In 2015,Honeywell HFC-245 fa patent is about to expire.Facing the market change,regulations upgrade and the competition of domestic enterprises,company decided to accelerate the promotion of next generation products Solstice LBA.Detailed planning of these two products in corresponding to the industry,customers,market segments,targeted marketing strategy.Different blowing agent solutions will have an impact on existing marketing strategy.At first,this paper gives an analysis on the existing marketing strategy.Then comprehensive PEST analysis,Porter’s five forces model and SWOT analysis of the external environment opportunities and threats the company is facing,internal competitiveness,advantages and disadvantages are studied.Company’s market opportunity and strategic direction to the four major application fields of home appliance,construction,cold chain and industrial is determined.STP theory is applied to the research of the market and customers of the blowing agent business,and the development of the marketing strategy of the Honeywell blowing agent business by 4P,4C and 4R theory is discussed.