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Study on Marketing and Competitive Strategy of Mary Kay China Inc

Author: WuYu
Tutor: LiChunHong
School: Chongqing University
Course: Business Administration
Keywords: Mary Kay Differentiation Marketing Strategy Direct marketing
CLC: F713.32
Type: Master's thesis
Year: 2008
Downloads: 1215
Quote: 1
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Abstract


This thesis is based on analysis of the history and current status of the development of the direct marketing industry, combined with the 10-year course of development of the Mary Kay (China), the huge success of its key factors detailed in-depth analysis, come to the correct choice of marketing strategy and effective implementation of the conclusions is the most critical factor in the success of Mary Kay (China) \This gives the the enterprise reference for promoting the health of the Chinese direct selling industry, rapid development, also will give business management theory researchers, the learners provide practical reference case will be involved in the direct selling market competition. Mary Kay is a company for women, will be more people know about this company and bring new understanding to provide more employment opportunities for women. This article describes the development of the cosmetics industry, of the course of development in the direct selling industry and the Mary Kay (China), Mary Kay (China) Marketing Situation and analysis, marketing status quo and sales model, Porter's five forces model environmental threat evaluation, abatement threat analysis and industry structure analysis of the opportunities and found Mary Kay (China) opportunity than a threat, the overall economic attractiveness of the direct selling industry in China is a great first-mover advantage is Mary Kay (China) must seize opportunity, a unique corporate culture, a unique marketing strategy, effective means of promotion, bonus incentive system and operating philosophy, the advantage of the strong public relations capacity, high-quality products, high-quality raw materials suppliers, Mary Kay (China) able to abate the threat of effective strategies to take advantage of opportunities. This article by Mary Kay (China) external environmental analysis (PEST) and internal environment analysis, SWOT analysis derived differentiation strategy and unique corporate culture and unique marketing model is the marketing strategy of Mary Kay (China); unique incentives unique way of \Mary Kay (China) \lack of lower quality marketing personnel unfavorable factors, according to the framework for the evaluation of the results of the internal analysis found that Mary Kay (China) in a competitive position in the industry has a sustainable competitive advantage, higher than normal economic performance can be achieved. Countermeasures and suggestions of the main problems, to invasive marketing miracle to expect in the Chinese market, make it a leading position in the domestic direct selling industry. Mary Kay (China) marketing status and market analysis, the following conclusions can be drawn; correct choice of marketing strategy and effective implementation is one of the keys to the success of Mary Kay (China).

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Sale of goods > Retail Trade
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