Marketing plan of T building materials equipment company

• Autor(a) principal: Cheng Xu
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/29629
• topic: CRM Customer Relationship Management --; Chinese market; Building materials; Marketing environment; Marketing theory; Mercado chinês; Materiais de construção; Ambiente de marketing; Teoria de marketing

China's building materials and equipment industry is growing rapidly, facing fierce market competition, overcapacity and homogenization. Traditional 4P and 4C marketing is no longer sufficient to meet these challenges. New marketing solutions need to be sought to enhance competitiveness and realize win-win situation. This thesis explains the basic principles of 4P, 4C and 4R, as well as the superiority of the 4R theory through the analysis of Company T. The external environment and industry level factors of the company were analyzed using PEST and Five Forces analysis model. Through research methods such as literature review, case study and in-depth interviews, the problems and causes of marketing planning were identified in relation to the market situation of T Building Material Company, especially the problems of communication and contact with customers, which led to the reduction of customers' purchases and the frequency of purchases. The main objective of this thesis is to formulate a plan to improve the management of customer relationship of Company T. In order to achieve this objective, this thesis proposes the image revamping, affiliation Program, Relationship Marketing and Reward Programs as improvement programs. This thesis helps Company T to improve its marketing program, as well as its goals and tasks.