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1、THERESEARCHOFLFGGYPSUMSHANGHAICO.,LTD.MARKETEXPANTIONSTRATEGYABSTRACTThisthesisintroducedmainproblemsfacedbyLFGGypsumShanghaiCo.,ltd.inChinamarketfirstly,forinstance,thebiggapbetweenLFGstrategyobjectiveandmarketshareachieved,competenceweakenedinlongdistanceregio
2、ns,andlagbetweenfastgrowingmarketandcapacity.TheonlysolutionistoadoptexpansionstrategyinChinamarket.Thisthesisanalyzedexternalenvironment,foundoutdrivingfactortoplasterboardindustryandmarketindicators,setupmarketmodelofplasterboardindustry,forecastedmarkettrends
3、,marketsizeandoverallgrowthrate.ThisThesisanalyzedplasterboardmarketcompetitionsituationandcompetitionforcesfacedbywholeindustryqualitatively.Basedonaboveanalysis,furtheranalysisaboutLFGGypsumShanghaiCo.,ltd.wasgiven,especiallyoninternalresources,strengthandweak
4、ness.Duetosensitivetolongdistancetransportation,plasterboardindustryhasdifferentcompetitionsituationsandsupply&demandindifferentregions.Morethanthat,differentiationalsoexistsinhigh-endproductmarketandmiddlerangemarket.Consideringthesefactors,thisthesisdividedChi
5、namarketinto6regionalmarkets,andanalyzedthembyhigh-endproductmarketandmiddlerangemarketrespectively,includingregionaldemand&supplyandcompetitorcentralization.Quantitiesanalysismodelwasestablishedtomeetthispreciseanddiligententryselection.Aftertheentryevaluation,
6、wechoseNorthEastregionhigh-endmarketasthefirstregiontoenter.FurtheranalysisofLFGinNorthEastregionwasconducted.Strength,weakness,opportunityandthreatswerevitalfactorsneededtoanalyzeinNorthEastregionfirstly.Then,competitionstrategywasformulated.Instrategyimplement
7、stage,productspositioning,pricing,promotionanddistributionchannelmanagementwereanalyzedrespectively.Indistributionmanagementanalysis,relationbetweendistributorquantityandmanagementdifficultwasdiscovered.Thisresultwasusedindistributionchannelselectionandperforman
8、ceevaluationsystems.Intheend,mainrisksfacedbyLFGGypsumshanghaiinexpansiontoNorthEastregionwereanalyzed,especiallyinimplementstage.Riskcontrolplansweregivenrespectivel
