SEM Product Maketing Competitive Ability Study

Chinese construction and engineering machinery marketing has step into booming period with Chinese economy rapid development. Wheel loader, as a subsidiary industry line of the biggest sales volume, has also flourishing development. Wheel loader marketing became buyer marketing from seller marketing in early 1990s. so competition between manufactures is more strongly because of superfluous products. The more and more manufactures are aware of endless pricing war. It is badly harmful to the whole wheel loader industry development. CLG and SEM on behalf of industry are advocating value selling, they are devoted to developing products, introducing advanced technology, rebuilding up equipments, improving process and quality, researching marketing, reinforcing services etc. Their purpose is to meet customer demands and needs providing customer with high-value products and service. These changes undoubtedly drop a hint of an issue of products marketing competition ability. They told us how to keep and improve product and company competition ability. This paper deeply studied SEM two main model products marketing competition ability as a sample. This paper made a data analysis at configuration, performance, quality, pricing, service and key marketing aspects.The paper summarized the reasons of 30 model poor competition ability, and introduced successful experience of 60 model marketing, using survey, visiting, comparison, brainstorming, six sigma collecting and analysis data tools. It concludes that SEM how to improve their main model products marketing competition ability. SEM 30 model product has not more advantages at configuration and performance and Specalog. It is almost equivalent with competitor's products. It is urgent to improve current product quality. Unstable product quality and high breakdown rate must drive old or new or very important customer to buy competitor's product. They will lose confidence of repeat purchasing if only depending on good service after sales. SEM should accelerate the business of installment and financing due to Caterpillar has great financial ability. Caterpillar brings into SEM not only technology and experience but also capital support which is greatly beyond other competitor' s expectation. Defining and reviewing and rebuilding up key marketing district which should be focused on every time is important for SEM marketing shares. If key marketing district PINS is lower and slipping, the SEM pins would be castle in the air. Conducting sales and marketing and management training is a better path to improve salesman and marketing people ability.The measurable analysis and executable suggestion provide SEM enough and reliable evidence to plan their product and quality and pricing and marketing strategy. It also plays an important role for SEM healthy and rapid and sustainable development.