本文在回顾营销策略相关理论的基础上,大量收集市场宏观环境信息和市场竞争环境
相关资料,通过充分地研究和调研,借助PEST分析,以及波特五力分析法,首先详细、
全面地分析印度市场宏观环境以及聚氨酯市场竞争环境。其次,通过深入剖析本研究案例
企业A公司的自身的企业能力,如人力资源,有形和无形资源,融入前述聚氨酯市场竞争
环境分析,进行SWOT分析,挖掘A公司在印度聚氨酯市场竞争中所拥有的优势、劣
势,以及市场环境所带来的机会、威胁。最终在综合A公司的营销内、外部环境之后,结
合公司的市场营销目标,提出了公司在印度市场的产品定位,确立了公司在印度的营销战
略,随后基于确定的成本领先战略设计公司在印度聚氨酯市场上的营销策略组合以及与之
匹配的营销措施。
本研究以A公司为例,主要分析了印度聚氨酯市场的营销环境和竞争状况,A公司白
身能力,在此基础上为未来开拓印度市场提供营销建议,为企业未来进驻印度聚氨酯市场
提供了参考,为聚氨酯企业在激烈的竞争中获得的市场份额提供了思路,具有重要的实际
意义。
关键词:A公司;聚氨酯添加剂;印度市场;营销策略
Abstract
India, as a member of BRIC Country, is one of the fastest developing countries after China.
Because of its unique economic mode, it was less impacted by recently global economic
recession, and its GDP is still kept at a reasonable rate.
Therefore, Indian Polyurethane market is becoming much more potential because of rapid
growth in recent years as it was mentioned before. It is now so attractive to worldwide suppliers
that many participants start to invest in India.
First of all, this research reviewed related marketing background theories and applied PEST
analysis, Porter five force competition model in analyzing macro and micro environment of
Indian Polyurethane market based on investigated information. Secondly, the author took A as an
example, analyzed its internal environment in terms of tangible and intangible resource, human
resource etc.. The research did a SWOT analysis following afterwards. Grounded on former
studies, the author finally provided some advice on positioning, marketing strategies, compatible
marketing mix in Indian Polyurethane market. This research is meaningful because research
outcomes or suggestions given on marketing issues could be on one hand useful to marketing
practice in developing India Polyurethane market, valuable to further study of this direction on
the other hand.
Key words: A Company; Polyurethane Additive; India Market; Marketing tactic
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