Marketing Strategies Of Companies Research Articles

ADAPTING THE MARKETING MIX: ANALYSIS OF INDIAN COMPANIES IN RESPONSE TO COVID-19 FOR CUSTOMER RETENTION

ADAPTING THE MARKETING MIX: ANALYSIS OF INDIAN COMPANIES IN RESPONSE TO COVID-19 FOR CUSTOMER RETENTION

ADAPTING THE MARKETING MIX: ANALYSIS OF INDIAN COMPANIES IN RESPONSE TO COVID-19 FOR CUSTOMER RETENTION

The worldwide coronavirus pandemic has touched the lives of countless individuals. As of September 2020, the World Health Organization (2020a) reported about 29 million confirmed cases of COVID-19, with over 900,000 fatalities. Quickly spreading from its January origin in China, the virus reached neighbouring nations. The United States has more than 6 million infected people, making it the country with the highest number of confirmed cases. Because the virus can spread so quickly from person to person, several countries have put travel bans, non-essential company halts, and stay-at-home orders into effect. The epidemic's detrimental impact on the economy is unrelated to people's health. According to Cantore, Hartwich, Lavopa, Haverkamp, Laplane, and Rodousakis (2020), a lot of countries are experiencing a recession irrespective of how much of an impact COVID-19 had on their income. Many people have made rapid lifestyle changes in response to this health crisis. Supply chain management, resource allocation, and marketing are just a few areas where many businesses struggle when attempting to alter their standard operating procedures. A company's marketing strategy needs to be flexible enough to adapt to the changing needs of its target market if it wants to minimize losses and maximize gains. Studying the effects of a pandemic on the economy and the ways in which marketing tactics have evolved is essential.

SELECTION AND IMPLEMENTATION ALTERNATIVES FOR THE MARKETING STRATEGY OF ENTERPRISE MANAGEMENT

The purpose of the article is to justify modern approaches to the choice of marketing strategies and to develop practical recommendations for their implementation and management in the activities of agricultural enterprises. The methodological basis of the study was a synthesis of the results of applied research in economics, scientific works of domestic and foreign scientists, which highlighted the basic theories of competitive advantage, competitiveness and marketing management. Results. The article examines the essence of the peculiarities of the system of strategic management of marketing activities of agricultural enterprises, provides a description of marketing strategies for managing the development of the enterprise, outlines methodical approaches to assessing the level of potential of marketing strategies in the activities of agricultural enterprises. The paper formulates the key objectives of marketing activities and allocates the tasks that are key in developing a marketing strategy. Thus, having analysed most of the classifications of marketing strategies, it can be concluded that strategies are developed for each individual enterprise depending on the mission of the enterprise, tactical and strategic development goals. It has been established that when choosing a marketing strategy it is necessary to concentrate efforts on the set goals, main features of the marketing strategy, such as: long-term orientation, based on the results of strategic marketing analysis, certain subordination in the hierarchy of corporate strategies, determined market orientation of activity (in relation to consumers and competitors). In addition, the company's marketing strategy determines its strengths, which allow it to win in competition. Practical results. The publication identifies specific features of marketing management of formation and implementation of strategies of innovative development of agricultural enterprises. The main factors of the external and internal environment that determine the adaptation of marketing activities and the management system of agricultural enterprises to their changes are noted. The proposed system of the competitive strategy of the enterprise, which includes a separate set of strategies: the ability to form competitive advantages, the application of the competitive strategy and the effective use of the competitive strategy of the enterprise. Value/Originality. The article systemises main types of marketing strategies, competitive strategies and strategies of innovation development. The competitive approach is based on the strategy and tactics of counteracting competitors. Within this approach, two ways of achieving competitive advantages can be used: the marketing strategy of the leader and the strategy of sustainable development of the competitive environment.

The Impact of Creative Content on Digital Marketing Effectiveness: A Comprehensive Analysis

Digital marketing has become one of the most sought-after mediums by the general public and businesses today. This marketing method allows for an expanded market reach, faster communication, and ease in transaction processes. This research aims to investigate and describe the relationship between the level of creativity in a company's digital marketing strategy and its success in achieving marketing goals, such as increased website traffic, customer conversions, or product sales. This study adopts a qualitative approach, with data collected through interviews with respondents as the primary method. A literature review is also used to obtain theoretical or secondary data in this research. The literature review involves researching books, literature, and official documents relevant to the research topic. The research results indicate that creativity in digital marketing plays a crucial role in achieving marketing success. Entrepreneurs must possess entrepreneurial creativity that enables them to create or modify new ideas in running their businesses. The steps in digital marketing assist companies in promoting and marketing their products or services more effectively. Another advantage is the ability to convey information to consumers more rapidly and efficiently regarding geographical reach and communication methods. This research has significant implications for companies looking to enhance their digital marketing performance. Companies can develop more effective approaches to achieve their marketing objectives by understanding the importance of creativity in digital marketing strategies. Additionally, the results of this research can serve as a foundation for further studies in this field and contribute to a better understanding of the role of creativity in digital marketing success.

What is Livestream Marketing, and How Did It Change the Market?

Since the Covid-19 pandemic, more industries are exponentially moving to the digital realm. Consequently, the marketing strategies of companies are also digitized, with live-streaming e-commerce being one of the most favored marketing structures, particularly in China. Throughout the live broadcast market, beauty, chat, dinner, games, and even all kinds of curiosity can become the main content of the live broadcast and be watched. Still, the e-commerce live broadcast is to sell goods for the purpose, unlike the entertainment live broadcast mode, it is commercial, and the e-commerce live broadcast content marketing is to improve the consumer stickiness through high-quality live broadcast content and interaction to increase consumer purchasing behavior. This paper will mostly discuss the changes in sales and the money put into marketing by a company affected by the appearance of live stream marketing through empirical studies and inferences from such.

Digital Marketing Strategy PT. Dewangga Travindo (Hajj and Umrah Agent)

The development of the internet has brought about changes in the implementation of company marketing strategies. This aligns with the increasing interest in Umrah and Hajj in Indonesia. This research aims to understand how PT implements the digital marketing strategy. DEWANGGA TRAVINDO (Umrah and Hajj Agency). This research employs a qualitative descriptive approach. The data used consists of primary and secondary data. The research follows a qualitative descriptive approach. The results of this study indicate that the Umrah and Hajj Agency applies digital marketing steps as outlined by Thomas Joseph, encompassing the integration of critical elements of digital marketing such as content, SEO, social media, community web, mobile apps, search engines, and the effective utilization of CRM systems.
 Keywords: Strategy, Digital Marketing, Hajj & Umrah, Marketing Strategy.

Starbucks Company Marketing Strategy in Facing the Covid-19 Pandemic: Case Study Report 2020

Starbucks is a global coffeehouse company known for its high-quality products and exceptional customer experience. However, the Covid-19 pandemic has had a significant negative impact on Starbucks' business, such as decreased sales, store closures and changes in consumer behavior. To overcome these challenges, Starbucks has implemented several effective marketing strategies, such as adapting product offerings, strengthening digital engagement, increasing customer loyalty, and expanding market reach. This case study aims to analyze the marketing strategy of the Starbucks company in facing the Covid-19 pandemic, based on their 2020 annual report. This case study uses a qualitative descriptive method, by collecting secondary data from the Starbucks annual report and other relevant sources. The results of this case study show that Starbucks' marketing strategy has succeeded in helping them maintain business performance, meet customer needs and expectations, and prepare for a better future.

Exploring Customer Review of Local Agriculture Product Acceptance in Malaysia: A Concept Paper on Sentiment Mining

Online consumer reviews in e-commerce are one technique to gather consumer opinion and sentiment about a company's products and services. However, manual analysis is impractical due to natural language text's enormous volume and complexity. Text mining and sentiment analysis methods based on machine learning provide an opportunity to analyze data for marketing objectives by increasing sales, positive electronic word-of-mouth (e-WOM), and meeting consumer demands and wants through the enhancement of market offerings. Despite the numerous benefits of analyzing e-commerce reviews to assist a company's marketing strategy, very little research has focused on sentiment and acceptance for Malaysia’s local agriculture products due to mixed language (English-Malay language) processing challenges. This concept paper highlights the use of text mining techniques to extract valuable insights from e-commerce comments related to Malaysian local agriculture products. By leveraging text mining, the study aims to better understand consumer sentiments, preferences, and feedback regarding local products, thereby facilitating improved market analysis and decision-making processes.

Customer Product Choice: The Effect of Product Quality on Relative price and Price fairness and their implication on Customer Product Choice

This study examines the influence of product quality on individuals' perceptions of relative prices and price justice, as well as the potential consequences for consumer decision-making in product selection. This study employs robust statistical analysis to get insights into customers' decision-making processes when purchasing products and selecting brands, particularly about product attributes and pricing. The study employed a non-parametric Structural Equation Modeling PLS technique, which involved a sample of 100 consumers who had previously consumed cigarette goods in the urban area of Bandung. The questionnaire was distributed through social media platforms, utilizing a Google Form link. The employed sample method is convenience sampling, wherein clients are requested to complete a structured questionnaire that has been supplied. The poll encompassed inquiries about participants' perceptions regarding the quality of the product, its comparable pricing, and the appropriateness of the price. The survey data were subjected to rigorous statistical analysis, encompassing several analytical techniques such as regression analysis and hypothesis testing. The study's findings indicate that a product's quality plays a substantial role in shaping consumers' evaluations of comparable prices and perceptions of price justice. Consumers tend to make product selections predicated upon their subjective quality assessment, shaping their perception of the product's price. The presence of excellent product quality can mitigate price barriers, as customers exhibit a greater propensity to pay elevated costs for things they believe to possess superior quality. Furthermore, this study demonstrates that comparable costs and the perception of price justice influence consumer product choices. This condition highlights the significance of prudent pricing within a company's marketing strategy, whereby competitive and equitable pricing can catalyze consumers to opt for specific products. However, a further noteworthy discovery is that the relative pricing and price reasonableness factors do not influence customers' brand preferences. This condition suggests that when considering the choice of a brand, several elements, such as brand image, individual preferences, or distinctive brand characteristics, may exert a more significant impact. The correlation between product and brand compatibility plays a significant part in consumers' decision-making process when it comes to selecting a brand. The findings of this study offer significant implications for businesses in enhancing their marketing and pricing strategies. Furthermore, they contribute to a more comprehensive comprehension of consumer decision-making processes within the product and brand choices framework. In order to achieve success in a competitive and dynamic business climate, it is imperative to possess a comprehensive comprehension of the various elements that impact consumer decision-making.

An impact of employee motivation on organizational performance: (A special reference with car dealership industries)

A great company strategy must include employee motivation. Low morale and a lack of motivation among employees could be a major issue for businesses that wishes to turn a profit in the marketplace, regardless of how attractive the products and services a company is offering, how effective the company's business and marketing strategy are, and what size of budget a company has to operate.Most organizations today have realized that a satisfied employee is required in terms of organizations productivity. It’s only an engaged employee who is intellectually and emotionally bounded with organization and its goal and targets committed to its values. “When an employee is highly motivated, he goes the extra mile beyond the basic job responsibility and is associated with actions that drive the business”.

AI-POWERED LOGISTICS AND DIGITAL MARKETING FOR BUSINESS OPTIMISATION

The purpose of the work is to determine the characteristics of the use of artificial intelligence in logistics systems and digital marketing strategies of companies. The aim of the study is to determine the impact on companies of the simultaneous use of logistics and digital marketing based on artificial intelligence in the promotion and sale of products on domestic and foreign markets. The methodology used in this study includes a statistical analysis of the dynamics of the logistics market and the artificial intelligence market, as well as specialised software for digital marketing. A comprehensive study of scientific works has made it possible to identify the main trends in the development of artificial intelligence, logistics and digital marketing. The processes of globalisation and digitalisation are encouraging companies to actively adopt innovative technologies in order to secure a highly competitive position in the long term, which is stimulating relevant scientific research. The creation of personalised recommendations based on machine learning algorithms and the reduction of the time taken to deliver products to users, with the involvement of autonomous robotic couriers, make it possible to increase the popularity of the company on the market. AI engagement targets Generation Y, Z and Alpha users who are active consumers of products and interested in innovation in the promotion and delivery of goods and services. Stimulating demand on the internet using digital marketing tools based on artificial intelligence involves identifying highly specialised groups of users, interacting with them based on specific communication patterns and using relevant content. Thanks to AI, modern content can be generated and promptly placed on specialised social media, stimulating user interest in relevant brands. For modern companies, the combination of artificial intelligence, logistics and digital marketing is an important area of activity that relates to long-term strategic tasks and enables the achievement of optimal economic results.

Analysis of Marketing Strategy Based on Consumer Psychology - A Case Study of Louis Vuitton

In 2022, Louis Vuitton's sales surpassed the historic 20 billion mark and were well ahead of the sales of other competing luxury brands that year. Moreover, compared to the first half of 2022 results, sales in the first half of 2023 continue to rise. Based on this, by analyzing the marketing strategy of Louis Vuitton, this paper can conclude that cooperation with celebrities, co-branding with other industries and deep localization are the three main marketing methods of the brand. In addition, by combining 4Ps marketing theory, the advantages and disadvantages of the company's marketing strategy are analyzed from different perspectives, so as to better understand LVMH's business model and development direction. This essay aims to discuss how exactly these marketing strategies are used to ensure Louis Vuittons success.

RESEARCH AND DESIGN OF THE MARKETING CLOUD SALESFORCE CRM ARCHITECTURE DEPENDING ON THE COMPANY'S MARKETING STRATEGY

The purpose of the study is to increase the level of effective attraction of new customers and retention of the company's existing customer base through the implementation of innovative marketing strategies. The expediency of using the concept of customer relationship management (CRM) and the use of CRM-class information systems to achieve the goal has been proven. The CRM platform Salesforce Marketing Cloud, which belongs to cloud types of information systems, was studied. A description of the Salesforce Marketing Cloud business logic is given, which includes decision-making based on analytical data, customer segmentation, automation of an individual approach to customers with the aim of increasing customer loyalty and increasing company revenue. Salesforce Marketing Cloud provides an opportunity to create and manage personalized marketing activities, interact with customers through various channels, analyze the effects of marketing efforts for continuous improvement of the company's marketing strategies. The functionality and features of the main components of Salesforce Marketing Cloud were studied. Salesforce Marketing Cloud allows you to effectively manage email marketing, mobile marketing, social media campaigns and other types of marketing. Salesforce Marketing Cloud empowers companies to create and manage personalized marketing efforts, engage with customers across multiple channels, and analyze their marketing efforts for continuous improvement. Salesforce Marketing Cloud architecture was designed for behavioral segmentation of the company's customers. A web application has been developed to improve the platform users' experience with customer data stored in Data Extensions. To automate customer segmentation based on their behavioral data, Automation Studio was used, SQL queries were built, and Data Views system data tables were used. The developed architecture of Marketing Cloud Salesforce CRM based on behavioral segmentation is an important tool for the implementation of the company's marketing strategy, ensuring the successful attraction and retention of customers, as well as for achieving strategic goals.

Proposed Marketing Strategy for PT Safaat

Indonesia has strong economic growth, driven by a large and growing consumer market, provides significant opportunities for companies in the fuel transportation sector to access a growing middle class and increasing consumer purchasing power. However, the fuel transportation industry is faced with various challenges, including regulatory issues, safety and technological advances. Despite its success as one of the largest fuel transportation services companies in South Sumatra, PT Safaat faces challenges in reaching new customers and retaining existing customers in a highly competitive market. With the increasing number of players in the fuel transportation industry, PT Safaat needs to find effective ways to differentiate itself from its competitors and promote its services to a wider audience. The object of research in this final assignment is the condition of the fuel industry market in Indonesia which is currently being followed by PT Safaat. A contextual framework for appropriate marketing strategies for companies is needed to address these issues. This final project research uses internal and external environmental analysis to find company business solutions. Internal analysis uses Resource Analysis, Capability Analysis, Value Chain Analysis, STP Analysis and Marketing Mix. External analysis uses PEST analysis, Porter’s Five Forces Analysis, Competitor Analysis, and Consumer Analysis. SWOT analysis is carried out to analyze the company Strengths, Weaknesses, Opportunities and Threats and through TOWS Analysis to obtain marketing strategy development from this research.

COMPREHENSIVE ANALYTICAL ASSESSMENT OF MARKETING ACTIVITIES OF ENTERPRISES AS A BASIS FOR MAKING ANTI-CRISIS MANAGEMENT DECISIONS

The purpose of the article is to study the main methods and indicators of comprehensive assessment of the effectiveness of marketing activities (profit, market share, sales volume, etc.), as well as to generalise typical marketing solutions in crisis conditions. The methodological basis of the study was a synthesis of the results of applied research in economics, scientific works of domestic and foreign scientists, which highlighted the basic theories of competitive advantage, competitiveness and marketing management. As a result of the conducted analysis of management problems in the sphere of marketing activity of an organisation, the article marks out the role of the information base for making sound management decisions. The article identifies the areas of comprehensive analysis, namely: study of the market situation, competitive environment, consumer behaviour, macro- and micro-environmental factors. Practical results. Special attention is paid to the complex interaction of marketing and management tools at enterprises in crisis conditions, and if the goal of managing an organisation is to make effective decisions, then the goal of marketing as a business philosophy is the formation of solutions adequate to external conditions, which is especially important during the negative impact of crisis phenomena. The need for the company to use the Internet resource, which allows to establish relations with customers at significantly lower costs, has been justified. Value/originality. A systematisation of typical marketing solutions was carried out depending on the periods of crisis development. Three ways of optimising product promotion costs are proposed. A complex of factors such as: features of the company's mission are highlighted; results of strategic planning; features of the company's marketing strategy; factors of the company's external marketing environment; factors of the company's internal marketing environment, which must be taken into account when making anti-crisis marketing decisions.

5G-Digital marketing strategy of global company in the field of telecommunication

Object: The purpose of the study is to form the methodological foundations of the 5G marketing strategy of the leading enterprises in the field of telecommunications on the example of the global company Huawei. Justification of the methodology for determining the competitive advantages of using the 5G marketing strategy. The object of the study is the marketing activity of global companies in the telecommunications market in conditions of digitalization.Methods: System-structural method, diagnostic method, logical-comparative, comparative analysis, statistical analysis, factor analysis, methods of grouping and classification.Findings: The theoretical and methodological foundations of the Huawei company's development of marketing strategy are summarized. Strategies for standardization and adaptation are considered, including innovative smartphones and 5G devicesbased on strategic partnerships in developed countries, as well as examples of successful adaptation to legal, technological and political issues. The conducted analysis determined the advantages of implementing the marketing strategy ofHuawei 5G promotion in Ukraine, standardization of 5G technologies and solutions, the study made it possible to develop proposals for the development of the company's brand and promotion strategy within the framework of the study of the process of developing the company's marketing strategy. Conducted SWOT analysis of Huawei's activities in Ukraine. The article analyses and conducts a comparative analysis of the marketing strategies of Huawei's main competitors (Samsung, Apple), and proposes priority strategic growth vectors.Conclusions: The article substantiates and systematizes the theoretical and methodological approaches to researching the process of developing the company's marketing strategy, defines the main means, methods and technologies for the formation and justification of Huawei's marketing strategy; practical recommendations were developed to strengthen the company's marketing strategy in the field of telecommunications technologies in Ukraine.

The Marketing Strategy of Saving and Loan Cooperatives in South Tangerang: the Use of SWOT Analysis

Marketing strategy is one of many ways to win a sustainable competitive advantage for companies that produce goods or services. Marketing strategy can be viewed as one of the foundations used in compiling a comprehensive company plan. If we perceive such phenomenon from the angle of available problems that exist in companies, it is necessary for companies to have a comprehensive planning in order to be used as a guidance to determine the segments in carrying out their activities. Another reason that shows the importance of compiling a marketing strategy is the fact that generally the competition between companies become tough and tougher these days. This study aims to determine what kind of marketing strategy is implemented in order to achieve the best results that is in accordance with company's product marketing strategy. By conducting a SWOT analysis, i.e. by calculating IFAS and EFAS; the recapitulation results obtained are S-W= a score of 1.5 and O-T = a score of 1.25, these results show that the company's strategy is in quadrant I. Based on the analysis of internal strategic factors that can be seen in SWOT analysis diagram, the position of the saving and loan cooperatives is in quadrant 1 which shows the implementation of SO strategy in the SWOT matrix, namely the aggressive strategy. Aggressive strategy is a strategy that is implemented by using all strengths of the companies in order to take further opportunities. This strategy is a very profitable strategy because it has some opportunities and strengths so that it can be used for the advancement of the Saving and Loan Cooperatives in South Tangerang

INTERNATIONAL MARKETING STRATEGY OF THE COMPANY IN THE CONTEXT OF GLOBALISATION

In this scientific article, the importance of developing an international marketing strategy for companies in the context of globalization of the business environment and internationalization is considered. The article focuses on the processes of analyzing the markets of potential countries, selecting the most promising regions or countries, developing commercial offers for goods, services, and prices, as well as establishing plans for distribution and communication policy in international markets. The importance of in-depth market analysis and taking into account their characteristics in the formation of an international marketing strategy is emphasized, which should be aimed at achieving success in international markets by changing cognitive preferences through the use of smart marketing tools and an appropriate approach to marketing activities. This approach is defined as critical for the sustainable growth and prosperity of companies in international markets in the modern conditions of the global economy and competition. It has been proven that the successful operation of the enterprise on the global market is achieved due to a properly formed international marketing strategy. The purpose of the research is the analysis of theoretical aspects and the development of practical recommendations for the formation of effective marketing strategies in the conditions of globalization. The essence of the international marketing strategy, which should be developed and implemented when the enterprise enters foreign markets, is determined. It is noted that in the conditions of globalization, enterprises choose access to the global market and choose an international marketing strategy. For this purpose, an algorithm for forming a marketing strategy for an enterprise entering the international market is proposed, which includes the following stages: determination of the goals and possible tasks of the enterprise entering the international market, analysis of the international marketing environment, analysis of the resource base of the enterprise, decision on the feasibility of entering the foreign market, selection market, choosing a method of entering the foreign market, developing a market strategy, developing a product strategy, developing mechanisms for implementing the chosen international marketing strategy.

Digital Marketing Strategy PT Dewangga Travindo (Hajj and Umrah Agent)

The development of the internet has brought about changes in the implementation of company marketing strategies. This aligns with the increasing interest in Umrah and Hajj in Indonesia. This research aims to understand how PT implements the digital marketing strategy. DEWANGGA TRAVINDO (Umrah and Hajj Agency). This research employs a qualitative descriptive approach. The data used consists of primary and secondary data. The research follows a qualitative descriptive approach. The results of this study indicate that the Umrah and Hajj Agency applies digital marketing steps as outlined by Thomas Joseph, encompassing the integration of critical elements of digital marketing such as content, SEO, social media, community web, mobile apps, search engines, and the effective utilization of CRM systems.
 Keywords: Strategy, Digital Marketing, Hajj & Umrah, Marketing Strategy.

4C Marketing Theory from the Perspective of Horticultural Industry Marketing Strategy Analysis

The purpose of this paper is to analyze the market strategy of landscape industry in China. On this basis, by using the methods of literature, case analysis and questionnaire survey, this paper discusses the market strategy that should be adopted by the landscape industry in China, in order to provide some reference for the development of the landscape industry in China. In recent years, with the continuous development of the global economy, the level of science and technology is also constantly improving. People are increasingly pursuing a high quality of life. However, with the rapid development of The Times, human beings' requirements for ecological environment are increasing day by day. Therefore, the whole world is exploring how to improve the level of ecological security in our country. Landscape industry is the basis of human survival and development, but also the basis of human survival and development. Due to historical, cultural, economic and other factors, today's market conditions around the world are not the same, but they have their own unique advantages. Through literature research on the origin and development history of the horticulture industry, this paper finds that the horticulture industry is closely related to the development of human society and is closely related to the world's economy, culture, history, art and customs. Today, when the global ecological environment urgently needs to be improved, the landscape industry has been paid more and more attention worldwide. At present, the world has begun to pay attention to the benefits of landscaping on the human body, and carried out a variety of research on landscaping treatment, after the epidemic was raging around the world in 2020, people's yearning for natural life has become stronger. With the development of scientific research, people have attached importance to the beautification and healing effect of horticulture, The attention to ecological environment is the inevitable trend of the development of human society. In the garden, he also became more sophisticated. It is no longer just a natural exploration, but a government-led national architecture strategy, as well as an industry dominated by the elite, its emergence and popularity, so that more home garden fans can enjoy the beauty of nature to bring them. In this context, with the wide spread of the concept of "home garden", the development of Chinese landscape architecture has entered a new stage. Therefore, for the development prospects of the landscape industry, how to use market strategies to promote the development of the landscape industry and improve the influence of the industry, especially for the development of the landscape industry, has positive significance for the development of the landscape industry. By means of questionnaire survey, this paper studies the influencing factors of consumers' purchasing behavior of garden commodities, and integrates with the 4C market theory. Taking Hongyue Garden as an example, this paper conducts an empirical study on the company's market strategy, finds out the advantages and disadvantages of the company in the market, and hopes to bring some references to other garden companies. So as to better promote the development of the landscape industry.