New Company Survival and Development on Landscape Engineering Market in China : Case: Nanjing Yijinyuan Landscape Engineering Co. Ltd
Wu, Bo (2015)
Wu, Bo
Savonia-ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201501301764
https://urn.fi/URN:NBN:fi:amk-201501301764
Tiivistelmä
Abstract
Nanjing Yijinyuan Landscape Engineering Co. Ltd is a new company. It was established on 1st August 2013. The company focuses on designing and producing landscape materials, and it also contracts to do projects of landscape engineering.
The objective of the thesis process was to design a new marketing strategy for Nanjing Yijinyuan Landscape Engineering Co. Ltd. The researcher studied the external environment. The foreground of landscape engineering industry is very good, but it also has many strong competitors. It is a big challenge to a new company to survive in landscape engineering industry. About the internal environment, the researcher introduced detailed information about the products and departments of the company, and the cooperation between each department.
There were two research methods used: qualitative research and quantitative research. The interview for Yijinyuan’s managers was a qualitative research by the video conference. The questionnaire for Yijinyuan’s employees was based on quantitative research.
The questionnaire survey for the employees focused to collect the information of the employees’ opinions towards Yijinyuan. The strengths and weaknesses were found in the research. The interviews of Yijinyuan’s managers were analyzed in order to collect the information on the manager’s corporate planning. It’s better that the new business strategy was designed combined with the corporate planning.
The new marketing strategy for Nanjing Yijinyuan Landscape Engineering Co. Ltd is a circuitous strategy. It means that the company didn’t directly fight with their competitors; the attention of Yijinyuan company will gradually change from real estate gardens and municipal gardens to apartments for the elderly because the society will be aging more and more in China.
Nanjing Yijinyuan Landscape Engineering Co. Ltd is a new company. It was established on 1st August 2013. The company focuses on designing and producing landscape materials, and it also contracts to do projects of landscape engineering.
The objective of the thesis process was to design a new marketing strategy for Nanjing Yijinyuan Landscape Engineering Co. Ltd. The researcher studied the external environment. The foreground of landscape engineering industry is very good, but it also has many strong competitors. It is a big challenge to a new company to survive in landscape engineering industry. About the internal environment, the researcher introduced detailed information about the products and departments of the company, and the cooperation between each department.
There were two research methods used: qualitative research and quantitative research. The interview for Yijinyuan’s managers was a qualitative research by the video conference. The questionnaire for Yijinyuan’s employees was based on quantitative research.
The questionnaire survey for the employees focused to collect the information of the employees’ opinions towards Yijinyuan. The strengths and weaknesses were found in the research. The interviews of Yijinyuan’s managers were analyzed in order to collect the information on the manager’s corporate planning. It’s better that the new business strategy was designed combined with the corporate planning.
The new marketing strategy for Nanjing Yijinyuan Landscape Engineering Co. Ltd is a circuitous strategy. It means that the company didn’t directly fight with their competitors; the attention of Yijinyuan company will gradually change from real estate gardens and municipal gardens to apartments for the elderly because the society will be aging more and more in China.