Chemical stock company marketing plan

General

x Group Co., Ltd. is located in Qingbaijiang District, northeast suburb of cd City. It is about 30 kilometers away from the city of cd city and about 60 kilometers away from Shuangliu International Airport of cd City. x is at the intersection of Baocheng, Chengyu, Chengkun, Chengda Railway and Chengyu, Chengmian and other expressways. The special railway of the plant is connected with the Qingbaijiang Station of Baocheng Railway. The factory road and Sichuan-Shaanxi Highway and Chengmian Expressway The transportation is very convenient. Natural gas special pipe network for main raw materials used in production and natural gas trunk pipe network of sc province basin

Connected, the production water comes from Dujiangyan in the upper reaches of the Yangtze River. The electricity used is supplied by the cd city and city power grids. The water and electricity resources are guaranteed and have good development conditions.

The group company is one of China's largest chemical companies and 18 chemical bases nationwide. Its predecessor, the fourx factory, was founded in 1956. In September 1984, it was approved by the Provincial People's Government of the province to establish a four-x plant. In September 1993, it was approved by the provincial party committee of the province, and the former four-x plant was established as the core enterprise. Sc province x group company, approved by the provincial provincial economic commission in September 1995. According to the "Company Law of the People's Republic of China", it was reorganized into an x ​​group limited liability company, and the provincial government approved the implementation of state-owned assets authorized operations. The authorized group company is an investment-controlled state-owned sole proprietorship company engaged in production and operation and asset management.

In 1959, the group company built China's first domestically produced medium-sized nitrogen fertilizer plant. In 1976, China built the first set of large-scale nitrogen fertilizer plant. In 1984, China built the first set of melamine plant. In 1990, China built the first large-scale domestically produced plant. Ammonia unit. After more than 40 years of construction, the group company has grown from a medium-sized nitrogen fertilizer enterprise to 8 wholly-owned and controlled subsidiaries, 21 member companies, and has chemical production, word-cutting, scientific research and development, and scientific and technological consultation. Supporting teams and technical equipments such as technical services, chemical design, equipment manufacturing, construction and installation, more than 10,000 employees, 2.13 billion yuan in fixed assets, annual sales income of more than 1.2 billion yuan, annual tax revenue of more than 150 million yuan, with certain A large-scale chemical company with economies of scale and expansion capabilities. The annual production capacity of its leading products is 500,000 tons of synthetic ammonia, 620,000 tons of urea, 240,000 tons of ammonium nitrate, 15,000 tons of concentrated nitric acid, 100,000 tons of industrial sulfuric acid, 14,000 tons of hydrogen peroxide, 25,800 tons of melamine and 20,000 tons of potassium sulfate. And its chemical production of 24,000 tons of hydrochloric acid, 10,000 tons of lysine, 2,400 tons of catalyst, 8,000 tons of leather chemicals, 4,500 tons of amino plastics, 8,000 tons of liquid carbon dioxide. The leading products are all produced by international standards and foreign advanced standards. The product qualification rate has been maintained at 100%, and the superior grade rate is over 90%. The large fertilizer urea, melamine and crystalline ammonium nitrate are the provincial “brand-name products”. Granium nitrate was awarded the title of “Quality and High-efficiency Agricultural Production Materials” by the Chinese Agricultural Society. The food carbon dioxide products passed the test of the American Atlantic Laboratory and became the only designated supplier in the western region of Pepsi. The product market has broad prospects and is sold well in 30 provinces, municipalities and autonomous regions nationwide, and exported to Europe, America, Japan, Russia and Southeast Asia and other countries and regions. It has high reputation and recognized good reputation at home and abroad. The group company has won the “Four Good Enterprise of the Ministry of Chemical Industry” and “National Chemical Science and Technology Progress Enterprise”. "National environmental protection advanced enterprise." "National Product Quality Excellent Enterprise", "China Enterprise Management Outstanding Contribution Award", "National Spiritual Civilization Establishment Advanced Unit" and "National Ideological and Political Work Outstanding Enterprise" and other honorary titles. The group company is now a pilot enterprise for the establishment of a modern enterprise system jointly by the ministry and the province. It is a key enterprise with 38 key enterprises in the city of cd, one of the 37 expansion enterprises in the province and one of the 520 key supporting enterprises in the country. It is also the provincial economy and the chemical industry of China. Industry pillar enterprises.

On September 26, 1997, on the basis of the reorganization of the group company, the group company initiated the establishment of x company as the sole sponsor. The group company invested in the company's total assets of 1.029 billion yuan, total liabilities of 531 million yuan, and net assets of 498 million yuan. As an exclusive promoter, the group company has invested 498 million yuan in the proportion of 68.23% to 340 million shares to invest in the company. On October 20, 1997, the registration of the company was formally established. As of June 30, XX, the company had total assets of 1.273 billion yuan and net assets of 524 million yuan. In order to raise funds, the company issued 130 million shares on the Shenzhen Stock Exchange from September 6 to 16, XX, with a par value of 1.00 yuan per share and an issue price of 6.18 yuan. The issue was successful and was listed on the Shenzhen Stock Exchange on September 26. After the initial issuance, the total share capital of the company reached 470 million shares, of which the group company held 340 million shares, accounting for 72.34%; the public held 130 million shares, accounting for 27.66%. The initial issuance of raised funds of 803.4 million yuan, deducted

The actual fund raised was 778 million yuan.

I. Introduction

1.1 Project Overview

Melamine is a basic organic chemical intermediate product with a wide range of uses. It is mainly used as a basic raw material for wood processing, high-grade plastics, coatings, wood adhesives and additives.

At present, the melamine market at home and abroad has grown steadily, and there has been a rapid development at home and abroad. According to the company's "10th Five-Year" development plan, x Co., Ltd. based on the company's existing products, synthetic ammonia, urea resources combined with the second chemical fertilizer plant, the second chemical production and energy-saving technology transformation, relying on the advantages of the original melamine plant operation, technology, management and market development, Domestically advanced and mature technology will build an annual output of 26,000 tons of melamine project by the end of XX. The project consists of two sets of 131,000 tons/year melamine production units. The annual production of x-melamine reached 63,800 tons, establishing x's position in the domestic melamine production and market leader.

Based on the international market and the domestic market, the project analyzes the status quo of the x factory, the status quo of the industry and the current market situation, and forecasts the future needs of the international market and the domestic market. Based on this, the project proposes the x Opportunities and threats, strengths and weaknesses, and clarifying how the marketing problems faced by the x-factory are effective defense measures and national attacks to protect the existing market share while expanding the overall market demand.

From the perspective of competitive strategy: in combination with the international and domestic market conditions, x in the international market, Indonesia and Poland's melamine producers should be the main competitors, adopting a competitive strategy of positive offensive; the United States, Japan, the Netherlands and other manufacturing companies should Collaborative competition is a competitive strategy; in the domestic market, Shandong Haihua Kuixing should be the main competitor, adopting an offensive defense strategy to ensure the status of the industry leader.

From the target market, in the international market, x mainly choose to grow into the target market, namely the international surface coating market, the international laminate market, the international wood adhesive market and other international markets; the domestic market should be the main target market of the x group. Adopt a comprehensive coverage strategy and use it as a basic market to become the "base" of the enterprise.

From the aspect of marketing marketing portfolio strategy, the differential marketing combination strategy can be adopted in the international market to better meet the needs of customers; in the domestic market, x should adopt a non-differentiated marketing combination strategy to pursue profit maximization. Therefore, the market position of x-melamine is to earn a reasonable profit and provide customers with the highest quality products and services. Marketing strategy, product strategy suggests investing appropriate R&D funds, developing new uses for melamine, and vigorously expanding domestic and international melamine other use markets, which is the guarantee for sustainable development of enterprises; price strategy, domestic market adopts rouge pricing strategy, and improves products Quality cognition while earning more profits, when there is disorderly competition in the industry, rapidly lower prices, clean up disorderly competitors, and maintain the image of industry leaders; in the international market, adopt penetration pricing method to accelerate market penetration speed. The distribution strategy, with the existing channels of x, adopts the way of regional general agent and office coexistence, uses the office to strengthen the supervision of agents, and strengthens the management of large customers; builds warehouses in East China, South China, North China, etc. Large logistics companies work together to solve logistics problems. Promotional strategy, mainly adopting public relations in the international market, especially in the event of political events, x must reflect the social and political responsibilities of state-owned enterprises to achieve the purpose of propaganda; in the domestic market, mainly use personnel sales methods to strengthen salesman management and Relationship marketing, while reshaping the image of x state-owned enterprises with public relations advertising.

The fixed assets investment of the project is 190,800 yuan and the working capital is 987.20 yuan. The product price is 8,000 yuan / ton, the average sales income of the device is 21445.72 yuan, the annual profit and tax is 10758.96 million yuan, the annual average profit is 778.88 million yuan, and the after-tax profit is 52.186 million yuan.