Marketing Strategies Analysis For German Flender Gear Boxes In China

The whole article is divided into five chapters, mainly including four parts.The first part is divided into introduction of the first chapter and Chinese market condition analysis of reducers in the second chapter. In the introduction, it mainly introduces background of theme chosen of the paper and its meaning. Having worked on FLENDER products selling and service for many years in the northeastern area of China, I have deeply understood priority of modern management within multinational companies, advancement of marketing concept, accuracy of target market orientation and forward looking prepared for long-term existence and development by trying to analyze the evolution of FLENDER products in Chinese market during the 10 years from 1996 to 2005. I have done that to provide some reference for our national companies to establish and develop overseas companies and for other overseas companies to make investment in our country, and meanwhile point out problems existing in the many linkages of FLENDER on its management and marketing, sketch plans of solution and then offer strategy of execution, provide advice and suggestions to improve management system and marketing strategy of FLENDERS in China.On the aspect of structure, the article, regarding marketing integrated strategies of modern marketing as its main theory base, first makes a deep analysis and research on the present condition of FLENDER (China), through analysis and demonstration, it discovers and offers strongpoint and problems of its marketing strategies. Aiming at problems and limitations of the present marketing strategies and based on the present condition of the company, the article provides projects of optimizing, improving and creating. By using integrated theory of modern marketing strategies, we design marketing strategies of FLENDER (China) and finally provide suggestions of execution.In the second chapter, I have analyzed the present scale of Chinese reducers market, developing trend in recent years and competitive strength of homemade reducers, meanwhile pointed out quality difference of fundamental materials on key parts between homemade reducers and internationally-known brand; the homemade reducer has the following four disparities and deficiencies: the gear box with the same torque provided has a larger volume with the homemade; the quality of matching parts adopted by reducers production companies can not pass the test; the processing accuracy and assembling process of national reducers production company lag behind comparatively but I have fully affirmed the low cost advantages of all percentage of home-made parts.The second part which is the third chapter makes a SWOT analysis to FLENDER (China) market. Firstly, in the first paragraph, it makes a brief introduction to FLENDER company, shows the legend process history of German FLENDER Group which started its business with belt roller of woodiness from 1899 and then became a world one-up professional power driven equipment manufacture multinational group with annual production value exceeding 1 euros. Now it owns 14 manufacturing factories through out the world with staff about 6,500. it could produce thousands of products including FZG, Motox-N, Cavex, Railcar Gears, Heavy Duty Gears for all kinds of industries. In the second paragraph, the thesis analyzed the competitive advantage and the disadvantage of the competition of FLENDER (China);analyzed the technological skills of FLENDER(China), tangible assets, intangible assets, human resources, organizing system, competitive ability and other advantages on other aspects and at the same time the thesis also analyzed that the production of FLENDER (China) emphasized in Europe, which lacked the competitive advantage in terms of price and the competitive advantage of the main product was weakened, so it does not has the power to compete with other adversaries. The quality and the speed of after service should be improved. The thesis analyzed the competitive opportunities and risks in the market of FLENDER(China). Pointed out that FLENDER(China)should take the increasing type of strategy, turning-round type of strategy and mixed farming strategy and gave some suggestion of strategy combination of FLENDER (China).The third part of the thesis, i.e. the fourth chapter, analyzed the marketing strategy of FLENDER(China). In the first paragraph, the thesis analyzed the target market of FLENDER(China),and expatiate the marketing strategy of the market without difference. Brief introduced the strategy theory of the Professor Michael E. Porter, and analyzed the strategy that total cost should keep ahead, different strategy, unique type of strategy and pointed out the difficulties and the problems that during the process of realizing these strategies we may encounter.In the fourth part of the thesis, i.e. the fifth chapter, the thesis mainly discussed the marketing organizing strategy of FLENDER(China). At first in the first paragraph the thesis stated that marketing and combining strategy ensured that the strategy met the need of customers generally, which is the powerful means against the competitors among industries as well as the vinculum of harmonizing the internal work among the various sections, which is good for reasonable distribution of the marketing, cost, budget and other four effects. The thesis introduced the strategy of realizing the organization of the product, price strategy, marketing strategy and the general rule of the strategy of sales promotion. In the second paragraph, the thesis introduced the product strategy of FLENDER(China),which introduced the process of FLENDER(China)from the unique type of product to the expansion of the market,as well as the process of prolonging the chain of product. In the third paragraph, the thesis stated the price strategy of FLENDER (China),and mainly introduced the general price strategy, the price strategy of the big clients and the price strategy of agents. In the fourth paragraph, the thesis introduced the marketing channel strategy of FLENDER(China). At first the thesis stated the theory of marketing, which mainly analyzed the strategy of the marketing channels of FLENDER(China)(including the marketing channel of agents and marketing channels of OEM consumers). In the last paragraph, the thesis had a further thought in terms of the marketing strategy of FLENDER(China), which analyzed the common mistakes of many multinationals during their marketing process and gave some advice for the marketing of FLENDER(China).In the conclusion part, the thesis analyzed some advantageous factors and the difficulties at present in terms of the competitive situation and the position in the competition of FLENDER(China),and pointed out some main aspects that FLENDER(China) should start with to carry out to maintain the advantages of competition in the market of deceleration engines in China.