A RESEARCH ON MARKETING STRATEGY FOR RIC

Abstract

Based on the operational performance review of RIC, problems are discovered which including: sales volume is small compared with manufacturing capacity; undifferentiated sales strategy has caused international market share, especially for high-priced products, very low; brand reputation is not good and company profit is low etc. This article tries to get solutions to improve current status. Firstly, the basic theories, which are applied in this article, are introduced. Then, the article analyzed RIC in details including its main problems and top competitors. After this analysis, a TOWS model is introduced and applied in RIC in order to find the strength and weakness. Further more, several countermeasures are presented based on different strategy such as Strength-Opportunity strategy and Weakness-Threat strategy etc. As a result, expanding market, especially international market, is regarded as the most suitable solution for RIC. At the end, a combine sales strategy is introduced.
Improve company performance, especially sales performance, is always one of the hottest topics in business management fields. This article introduced a method, based on RIC, to discover company problems and to find solutions for successful business, which will be very helpful to those companies having similar situation.

Keywords: international sales; TOWS; 4Ps; market segmentation, differentiated market
CONTENTS
1 INTRODUCTION 4
1.1 BACKGROUND OF RIC 4
1.2 CURRENT STATUS AND MAIN PROBLEMS 5
1.3 OBJECTIVES AND MAIN STRUCTURE OF THIS ARTICLE 7
1.3.1 Researching objectives 7
1.3.2 Researching Methods and framework of This Article 7
2 RELATED THEORIES REVIEW 9
2.1 SWOT AND TOWS ANALYSIS 9
2.1.1 SWOT Analysis 9
2.1.2. TOWS analysis 11
2.2 EVALUATING AND SELECTING THE MARKET SEGMENTS 12
2.3 MARKETING MIX STRATEGIES 15
3 MARKET AND RIC CURRENT SITUAIONT ANALYSIS 17
3.1 MARKET SITUATION ANALYSIS 17
3.1.1 Sales status of iron oxide industry 17
3.1.2 Current competition within the iron oxide industry 18
3.2 RIC CURRENT STATUS AND MAIN PROBLEMS 20
3.3 MAIN COMPETITORS 26
3.3.1 Lanxess 26
3.3.2 Yipin Pigments 29
4 TARGET MARKETS SELECTION FOR RIC 32
4.1 SWOT ANALYSIS FOR RIC 32
4.1.1 S (Strength) 33
4.1.2 W (Weakness) 34
4.1.3 O (Opportunities) 36
4.1.4 T (Threats) 37
4.2 TARGET MARKET SELECTION 39
4.2.1 Market Segmentation 39
4.2.2 Target Market Choosing 41
5 MARKET MIX STRATEGY FOR RIC 45
5.1 PRODUCT STRATEGY 46
5.1.1 Product Strategy for High-level and Middle-level Customer 46
5.1.2 Product Strategy for Low-level Customer 48
5.2 PRICE STRATEGY 49
5.3 PLACE STRATEGY 50
5.4 PROMOTION STRATEGY 51
6 CONCLUSION 53
REFERENCE 54

论文题目：A Research on Growth Strategy for RIC Company
论文详细要求：Insruction 论文指导
您的研究方向：已有通过的论文开题报告如下:
一．论文研究的意义和目的
运用MBA所学理论和实际结合，通过研究和分析选择最适合提高RIC公司业务和利润增长的途径和市场营销方案，使企业得以迅速发展。

二．主要内容：
Chapter 1 引言（Introduction）
1.1RIC公司的（以颜料化工品的研发,出口销售为主）经营状况和背景；
1.2 RIC公司目前营销的状况，运营的情况及主要问题
1.3 表明研究的目的：如何让公司实现业务增长？
1.3.1.应选择什么增长方式？
1.3.2.营销应怎么做？应如何支持所选择的增长方式？

Chapter 2 Literature Review (综述所要引用的理论与方法)：
2.1 企业增长方式理论
2.2 SWOT 和TOWS分析方法
2.3 国际市场细分理论
2.4 国际市场营销4P 理论

Chapter 3 RIC公司介绍
RIC公司目前经营状况的介绍，面临的问题，所处国内外环境的机遇和挑战

Chapter 4 选择RIC公司业务增长方式
4.1 SWOT分析
4.2 TOWS分析——确定RIC公司的业务增长方式
? 淘汰一体化增长方式和多元化增长分式,选择密集型增长方式
? 在密集型增长方式（市场渗透、市场开发、产品开发）将选择市场开发作为润凯公司业务增长方式

Chapter 5 RIC公司市场实行市场开发战略的营销方案
5.1 目标市场策略
5.2 营销组合策略（4P策略）

Chapter 6 结论
6.1 适合RIC公司的业务增长方式是：市场开发战略
6.2 RIC公司市场实行市场开发战略的目标市场策略和营销组合策略是：……
以及其他战略

要求字数：12000字，全英文约55页;A4,正文用字: 12
论文用途：硕士毕业论文 Master Degree