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In the increasingly competitive Chinese consumer market and decoration materials market, the U.S. Formica such a multinational company in the Chinese market is facing a number of competing brands of similar products , as well as fierce competition from substitutes , the market share has declined an unfavorable situation . Papers in industry research, market research , market segments analysis, marketing on the basis of diagnosis , through accurate grasp of market trends to discover new market opportunities , including the ability to enter the market segments and priority can develop new products to the above information to develop the basis for decision-making Formica Chinese market expansion strategies. Formica companies to expand their market positioning strategy -oriented, focusing on product , pricing, channel, promotion to build , the last of the key market segment expansion strategy to elaborate. Formica future needs while meeting the high-end and mid- market demand, focus on expanding the cabinet , hospitals, transport and education these four markets , emphasizing the decorative materials integrated solutions to customers in the use of the promotion process , helping Formica targeted expanding Chinese market.
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