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Research on Marketing Strategy of Henkel’s Tobacco Adhesive

Author: ZhongWenFeng
Tutor: LiChangJiang
School: Huazhong University of Science and Technology
Course: Business Administration
Keywords: Business Development Sales strategy Competitive Strategy Smoke Adhesives
CLC: F416.72
Type: Master's thesis
Year: 2010
Downloads: 50
Quote: 0
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Abstract


One of the Global 500 company Henkel , Germany , is the world's largest adhesive manufacturer and marketer of the company to provide including smoke adhesives , including almost all of the adhesive products . Smoke Henkel Adhesives outside in addition to the Chinese market , the market share of 85 % , however , the degree of concentration in the industry is still fairly low smoke adhesive market , Henkel 's share is only 10% . How to give full play to the advantages of the company Henkel , highlighting the difference between Henkel products and services with other domestic suppliers , in order to rapidly expand its the Chinese cigarette adhesives market share of ? This is the problem of this study . This paper is divided into four chapters . The first chapter introduces the Henkel company background and the status quo , and through a comparative analysis of existing laws and regulations based on customer purchase basis and the main supplier status quo , introduce tobacco overview of the adhesive in the international market and domestic market . The second chapter deals with the cigarette adhesives policy environment , economic and social environment , as well as cigarette production technology development of the new challenges of the adhesive to the macro market environment where the cigarette adhesives market analysis . The third chapter focuses on tobacco Henkel adhesives are the main competitors in the Chinese market , Fuller and Changrun analysis proposed Henkel company's competitive advantage and disadvantage . Chapter IV on the basis of the analysis of the second and third chapters , focusing on brand marketing, sales strategy and competitive strategy Henkel develop specific strategies and tactics of the Chinese cigarette adhesives market . Finally , on the points described in summary added that the lack of research in this article , and suggest further research directions .

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