Research On Marketing Strategy Of D Company’s NC Tools Business

The industry of numerical control cutting tools(NC Tools)is the country’s basic industry,the level of NC Tools is the basic technology that measures a country’s manufacturing level,which also decides the overall level of manufacturing industry of our country.D Company is a new company founded in 2022,dedicated to sales of cost-effective NC Tools.The company focuses on local market of Shandong Province,the second and third-tier markets,and serves small and medium-sized customers.The main agents are Xiamen JinLu,Xiamen HQ,Xiamen Yuanxing,Taiwan WINION and Tungaloy,which are all well-known brands at home and abroad.Products of D Company covering turning tools,milling tools and hole machining tools,providing customers with new NC Tools selection,testing of NC Tools and parameter optimization of the whole process,tailor to customers the best NC Tools’ scheme,and establish safety inventory for customers.Shandong Province is a large market of traditional industry with a good industrial base,where the manufacturing industry is booming.With the steady growth of the demand for NC Tools,it has become the market that all tool brands focus on,and the competition in the tool market is increasingly fierce.As a new company,D Company’s management team will formulate appropriate marketing strategies,which will enable D Company to survive in the fully competitive market of Shandong and gain its own market share.Starting from the market environment of Shandong where D company is located,this paper firstly introduces and analyzes the current situation and development trend of NC Tools market,as well as the characteristics of competitors and different NC Tools brands in the market.Then uses PEST tool to analyze the macro marketing environment of Shandong market,and applies SWOT tool to analyze D company’s micro marketing environment.Based on the macro and micro analysis results,STP tool is used to do market segmentation,target market analysis,and the positioning of D company is obtained.Finally,through the 4P marketing theory,the marketing strategy for D Company’s Shandong market is formulated.Through the analysis of MBA marketing knowledge,this paper finally determines that the target market of D Company is the small and medium-sized machining enterprises in the second and third-tier markets such as counties and towns in Shandong Province,which have the demand for domestic cemented carbide NC Tools.Through the development of reasonable marketing strategies,the advantages of dominant brands and products are given full play to provide them with cost-effective products and services.D Company will grasp the opportunity of upgrading the manufacturing industry in Shandong and make good use of the opportunity of the continuous penetration of the manufacturing industry’s machine-plus supply chain into the second and third-tier markets,so as to achieve a steady foothold and rapid development of the company.This paper consists of eight chapters.The first chapter is the general introduction;Chapter two covers related theories and literature review;The third chapter introduces and analyzes the current situation and development trend of the tool industry;The fourth chapter analyzes the marketing environment through PEST tools and SWOT tools;Chapter five is the market segmentation of Shandong market as well as D company’s target market selection and positioning according the analysis results of competitors and STP analysis;Chapter six analyzes D company’s product marketing strategy in the target market by using 4P theory;Chapter seven is safeguard measures,which provides a series of safeguard measures for the proposed product marketing strategy;Chapter Eight is conclusion.