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A Study on the Marketing Strategy of WISCO Oriented Silicon Steel

Author: MaChunYu
Tutor: TianZhiLong
School: Huazhong University of Science and Technology
Course: Business Administration
Keywords: Competitive Strategy Oriented Silicon Steel Marketing Strategy
CLC: F426.31
Type: Master's thesis
Year: 2011
Downloads: 56
Quote: 0
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Abstract


Silicon steel is known as“Iron and Steel Works of Art”For oriented silicon steel is considered as“a Flower of Iron and Steel Crafts”, its manufacturing technique represents the highest level of the metallurgical industry. Oriented silicon steel has been an important source of profit for WISCO and its historical rate of profit reached 40% or more. Domestic research focused primarily on the competitive situation and development strategy of steel industry The specific marketing strategy of silicon steel product has not been given due attention to in the research cycle. This paper attempts to use the classic marketing strategy theory to interpret and guide the specific business marketing practice. The suggestions will profit the improvement of oriented silicon steel marketing strategy of WISCO.This paper worked on the general situation of steel industry and general competitive strategy of WISCO, analyzed the competitive environment of iron and steel products by using PEST theory, and concluded the competitive situation of the oriented silicon steel by utilizing the model of Five Force and the source of competitive advantage of riented silicon steel under the new situation. In addition, this paper analyzed current situation of marketing of silicon steel product by applying SWOT model and investigated target market subdivide of silicon steel through STP marketing strategy. Finally, this paper laid stress on analysing the sale strategy combination of silicon steel product.This study shows that marketing strategy of silicon steel should be 4C-mix strategy–oriented, this customer-oriented strategy is characterized by four aspects: meet the demand of consumers, get the maximum customer is willing to pay, consider the consumer’s convenience, enhance communication with consumers. The specific mix strategy of 4P involves primarily the following aspects: shifting the focus of product strategy from product output to product quality, shifting the focus of price strategy from mess of pottage to long time win-win situation, shifting the focus of channel strategy from sales to service, shifting the focus of promotion trategy from internal benefit within the enterprise to collaborative development with down-stream enterprise.

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