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A RESEARCH ON MARKETING STRATEGY FOR RIC
Abstract
Based on the operational performance review of RIC, problems are discovered which including: sales volume is small compared with manufacturing capacity; undifferentiated sales strategy has caused international market share, especially for high-priced products, very low; brand reputation is not good and company profit is low etc. This article tries to get solutions to improve current status. Firstly, the basic theories, which are applied in this article, are introduced. Then, the article analyzed RIC in details including its main problems and top competitors. After this analysis, a TOWS model is introduced and applied in RIC in order to find the strength and weakness. Further more, several countermeasures are presented based on different strategy such as Strength-Opportunity strategy and Weakness-Threat strategy etc. As a result, expanding market, especially international market, is regarded as the most suitable solution for RIC. At the end, a combine sales strategy is introduced.
Improve company performance, especially sales performance, is always one of the hottest topics in business management fields. This article introduced a method, based on RIC, to discover company problems and to find solutions for successful business, which will be very helpful to those companies having similar situation.
Keywords: international sales; TOWS; 4Ps; market segmentation, differentiated market
CONTENTS
1 INTRODUCTION 4
1.1 BACK无忧论文 【http://www.uklunwen.com】GROUND OF RIC 4
1.2 CURRENT STATUS AND MAIN PROBLEMS 5
1.3 OBJECTIVES AND MAIN STRUCTURE OF THIS ARTICLE 7
1.3.1 Researching objectives 7
1.3.2 Researching Methods and framework of This Article 7
2 RELATED THEORIES REVIEW 9
2.1 SWOT AND TOWS ANALYSIS 9
2.1.1 SWOT Analysis 9
2.1.2. TOWS analysis 11
2.2 EVALUATING AND SELECTING THE MARKET SEGMENTS 12
2.3 MARKETING MIX STRATEGIES 15
3 MARKET AND RIC CURRENT SITUAIONT ANALYSIS 17
3.1 MARKET SITUATION ANALYSIS 17
3.1.1 Sales status of iron oxide industry 17
3.1.2 Current competition within the iron oxide industry 18
3.2 RIC CURRENT STATUS AND MAIN PROBLEMS 20
3.3 MAIN COMPETITORS 26
3.3.1 Lanxess 26
3.3.2 Yipin Pigments 29
4 TARGET MARKETS SELECTION FOR RIC 32
4.1 SWOT ANALYSIS FOR RIC 32
4.1.1 S (Strength) 33
4.1.2 W (Weakness) 34
4.1.3 O (Opportunities) 36
4.1.4 T (Threats) 37
4.2 TARGET MARKET SELECTION 39
4.2.1 Market Segmentation 39
4.2.2 Target Market Choosing 41
5 MARKET MIX STRATEGY FOR RIC 45
5.1 PRODUCT STRATEGY 46
5.1.1 Product Strategy for High-level and Middle-level Customer 46
5.1.2 Product Strategy for Low-level Customer 48
5.2 PRICE STRATEGY 49
5.3 PLACE STRATEGY 50
5.4 PROMOTION STRATEGY 51
6 CONCLUSION 53
REFERENCE 54
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