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Studies on the Marketing Strategies of JPC Methyl Methacrylate

Author: WangZuo
Tutor: LiuJinQuan
School: Jilin University
Course: Business Administration
Keywords: Methyl Methacrylate Target Market Marketing Strategy
CLC: F426.72
Type: Master's thesis
Year: 2009
Downloads: 240
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Abstract

Base on the modern management theory, marketing management theory and extensive market research. We use SWOT analysis, quantitative analysis and forecasting methods and other methods, to analyze the combination of marketing strategy of Jilin Petrochemical Company methyl ester product from the following four aspects.First of all, we analysis the marketing environment of a methyl ester production capacity, supply and demand, consumption condition and other marketing environment to forecast the market trends of a methyl ester products from the international and domestic levels. We also analyzed the competitive environment, to determine the major competitors of methyl ester of Jilin Petrochemical Company, and its own strengths and weaknesses clearly, by check equipment and technology, cost, raw material resources, in Jilin Petrochemical Company A synthesis of methyl products.Secondly, we analyzed the status quo of product marketing primarily from the Jilin Petrochemical Company’s current demand for the distribution of the downstream industry, sales of regional distribution, market share and major customers of the methyl ester product marketing in Jilin Petrochemical Company. And we found there is problem of the development of high-strength PMMA in the presence of the downstream industry is not enough, market share fall down year by year, the product is far from the target market and the transport costs is high, marketing model is relatively rigid, and sales forces are relatively weak and so on. These problems lead to some other problems, such as quality, packaging and other problems are not effectively resolved, products, technical service and after-sales service is difficult to carry out and effective relationship marketing strategy cannot be conducted effectively.Thirdly, according to the product features of a methyl ester, we select the geographical factors, industry factors, the scale elements of clients to make segmentation and evaluation, to determine the target markets and market position of a methyl ester product. Factor analysis of geographic market segments require to occupation the largest share of the target market in Northeast China, North China, and then to enhance the develop the target market in East China; The analysis of the elements market segments in industry thought that the PMMA, acrylic resin coatings, PVC resin modifier ACR are potential markets, and the high-end market of PMMA is the key target markets of methyl ester product in Jilin Petrochemical Company; The analysis of the elements of user segments determined the key target markets is to meet the market of the core user segments. Therefore, the market corresponding position of Jilin Petrochemical Company is to be the target market leader in the Northeast and North China, and to be as a market follower in the eastern and southern China.Finally, by the thorough research of product, price, channel and promotion strategy, we proposed the corresponding Countermeasures. to establish quality, brand and service-focused, the pricing strategy to implement regional pricing and discount, and pricing strategy, the diversification and promotion strategy of combine the means of direct sales and distributor sales channels. For the product strategy, we can establish the quality, brand and service-focused product strategy, implement the sub-quality production and marketing, the second production line of methyl ester production will be consider first to take over the high-end market, then we estimates the production efficiency of methyl ester under the situation of the absence of demand, and we will carry out the first set of methyl ester production and marketing under the premise that there have profit in the first set. For the pricing strategy, combine the pricing and discount pricing, and use the price discount strategies to the main objective for the differentiate user between different market conditions, so as to ensure the flexibility and stability of pricing strategies; For the marketing strategy of discount, personal selling, organized user visits, participate in trade fairs, seminars and regularly organized users to marketing, as the means to diversify the promotional strategy; For the sales channel management, the implementation of the strategy of large customers, increase efforts to develop a large terminal manufacturers to cultivate a large intermediaries, develop the high-performance users in the northeast, north China. Integrated marketing strategy based on the above, we should be integrate the marketing strategy to enhance the relationship marketing, and establish a high-quality marketing team to provide intensive after-sales service and technical services, and then develop the markets for the further time, stabilize the sales personnel of the product, implement the regional head strategy, closely contact users, feedback market information, and users to create a win-win strategic partnership for our company and users.We have the following conclusion by analysis and research the marketing strategy of the product of methyl ester in Jilin Petrochemical Company. We have the conclusion that, for the aspects of methyl ester competitive market, Jilin Petrochemical Company has certain competitive advantages in product size, sources of raw materials, product quality, technical service. But, there still lots of problems in Jilin Petrochemical, Jilin Petrochemical could improve the competitiveness of products in the further market of methyl ester, base on the improvement of the quality, changes in the marketing management and business strategies, with high quality, low production costs, as well as advanced marketing concepts, flexible pricing strategy, and by the means of improve product quality, changes in marketing management and business strategies. By establishing marketing concept of social responsibility, and combined with integrated marketing, differentiated marketing, great customer marketing, relationship marketing theory, and implement effective marketing strategy, build enterprise’s core competitiveness. The methyl ester product in Jilin Petrochemical Company will get competition advantage in the target market, to consolidate and expand the existing market share and achieve business objectives.

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