Strategic Marketing Plan for Perfect Commodity LTD

Abstract

With the rapid development of economy and technology in China, the living standard of the Chinese has become higher. People in China nowadays pay more emphasis on their health and beauty. However, the average cost of Chinese customers on health and beauty products only accounts for 0.07 percent of customers expenditures, and compared with some European countries, this percentage is small. That is to say, in the market of Chinese health and beauty products, there exists great potential. Therefore, many health care product companies try to occupy more market share in Chinese health care products industry, Perfect Co. LTD is one of them.

In the year 1994, Perfect Commodity Ltd company established its office in Guang Zhou in China and it has spread rapidly during these years. However, to the market of China, it is still a new company, there are still many people who are not familiar with its products and services. Under this situation and in this thesis, an analysis on the company and its environment was made and a practical and reasonable marketing strategic plan was established to the company in order to enlarge its market share in China.

The starting point will be the general introduction and some background information of the thesis work. In theoretical part, some knowledge on marketing opportunities and the process of strategic marketing planning was introduced. In practical part, an exhaustive analysis on the company’s Strengths, weakness, opportunities and threats was made by using the data and figures getting from interviews to its representative and managers. After having a general understanding on the company’s current situation and its goals, a reasonable and practical strategic plan for the company’s development in China was designed.

The results of the thesis work still need to be tested, and hopefully the suggestion can help Perfect Co. LTD to realize its short and long-term goals and provide some useful advising for other health care product companies in China at the same time.