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Marketing Strategy Research in Bamboo Flooring Retail Industry

Author: HanYiZe
Tutor: LuoXueMei
School: Shanghai International Studies University
Course: Business Administration
Keywords: Bamboo Floor Enterprise Marketing Strategy Marketing Methods
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Type: Master's thesis
Year: 2014
Downloads: 6
Quote: 0
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Abstract


This essay cites Zhejiang Dazhuang Enterprise as an example. After development of20years, this enterprise has achieved rapid growth in the size and profit by taking thechance. But with the enlargement of the enterprise and the change of business environment,there is a lot of potential crisis for the enterprise, and thus the development of enterprisehas been influenced. Through the analysis of status of development and SWOT analysis,this company makes clear of the opportunity, threat, advantage and disadvantage and findsdevelopment strategy and marketing strategy which fit for the enterprise, which help fixthe marketing strategy of company. This company uses the4p theory to deeply analyze theproblems existed in the product, price, sales channel, promotion and service strategy. Thiscompany also analyzed the causes and roots existed in the marketing strategy one by one.These suggestions which can be operated and also fit for the company are the best choicefor the strategy and development target of company. To improve the marketing strategy,this company has made the guarantee measures for the improvement. These guaranteemeasures include organizational guarantee, system guarantee and resource guarantee. Withthe implement of improvement measures, problems and crisis existed in old marketingmethods, market share decrease, imperfect management system, sales team, absence ofincentive measures can be solved and the company can get rid of business difficulties.This essay is for the study of marketing strategy in combination of the condition andcharacteristics of company. The aim of study is to establish the high-efficient marketingorganization system, functions and responsibilities, system procedure and marketingstrategy, fully use the advantages of talents, management, brand, customers, service aftersale. Through the efficient the combination of resources and marketing strategy, thesituation of current decrease of market share and operation profit has been changed. Thiscompany has rapidly improve the sales profit and company profit with the need andsatisfaction of customer as the center. This company has realized the sustainabledevelopment.

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