Dissertation
Dissertation > Economic > Industrial economy > China Industrial Economy > Industrial sector economy

A Study on Marketing Strategy of ZB Ready-mixed Concrete Company

Author YangMaoXun
Tutor YunHong
School Huazhong University of Science and Technology
Course Business Administration
Keywords Ready-mixed Concrete Market Marketing Strategy Target Market Marketing Positioning
CLC F426.92
Type Master's thesis
Year 2011
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Concrete gets a great opportunity for development now. But most of concrete enterprises are facing new challenges that more and more cement enterprises has got into concrete industry. This will make concrete industry more competitive. M&A will become theme by original extensive market development. Concrete enterprises will change their marketing strategy to obtain a larger market and to win in competition. The research reviews the marketing operation history of ZB systematically to making use of the theories of Marketing, Consumer Behavior, Public Relations etc. Based on the research we find several problems, such as marketing strategy, organizational structure etc. for further research of the marketing strategy of ZB. We will find the opportunities and threats, strengths and weaknesses of ZB through the research on macro environment and competitive environment of ZB concrete. In order to identify the target market and target customers we have make a research on indicators, such as market capacity , market prospects ,number of customers, competitors, to know about the market. Now we will found marketing strategy for ZB on the research and The Core Competence of ZB, such as corporation positioning, product positioning, price positioning, brand positioning, etc. Lastly, We found measures to make sure that all marketing strategy for ZB will be carried out.

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