Marketing Strategy for Acetic Acid in CE Company
|School||East China Normal University|
|Keywords||Chemical industry Acetic Acid marketing strategy marketing plan|
Acetic acid is an important chemical raw material, widely used to produce polyvinyl alcohol and solvents in many chemical industries. In the 21st century, the production and demands of acetic acid in China have a big and rapid growth. However, with this huge growth of demand, the domestic capacity is also constantly expanding. In 2010, China has become the world’s largest producer and consumer of acetic acid and is also showing a significant oversupply.Because of serious oversupply situation, acetic acid now is perfectly competitive market, which caused the price war and the whole industry’s profit are being squeezed, even occur some loss.CE Company as the world’s major supplier of acetic acid in China, also faced a big challenges and threats under the market of rapidly growth but serious competition. How to identify the company’s core competition, and prepare the correct, differentiation marketing strategy is first priority problem needed to solve.The article is focused on the study of CE company, through analysis and study of the whole industry supply and demand situation, price influenced factors, future trends, the downstream market conditions, competitors, combined with internal and external opportunities and threats analysis to establish reasonable and effective marketing strategies to help company to get leading position in competition.The article covers both theories and practice in its three sections. Firstly, after explanation the macroscopic and the industry and CE company itself environment, using Michael·Porter competition theory and SWOT analysis to figure out the position of the company in the market. Secondly,by researching and analyzing environment, it prepare a scientific and reasonable marketing strategy of CE company. The marketing strategy including:target marketing strategy, the competition strategy、relation strategy and so on. Thirdly, the implement and controlling of CE’s marketing strategy. To ensure these marketing strategies will be carried out smoothly, the key factors of the marketing organization and execution shall be monitored and review, and review the contents of annual plan controlling, profit controlling and strategy controlling are also important in strategy implement. Through the assessing of manufacture、technology and marketing organization of CE company to adjust the strategy.All of above marketing strategy and plan will help CE to keep their leading position in future competition, and improve its competitive to achieve the company’s strategy.