CCF Auto Company MA New Product Launch Study

With the trend of Global Economic Integration, enterprises are facing much higher competition than before. A new product successful launch or not will strongly affect the enterprise's survival and development, continuous new products launch become one of the key elements which affect enterprise competitiveness ,so enterprises focus more and more on new product launch. Auto industry plays an important role in China industry, China auto demand increased to No. 3 of the world in 2006. All world level automakers focus more and more on Chinese auto market. CCF Auto Company is one of key automakers in China. But it established later than other key competitors, to improve the competitiveness in Chinese market, CCF plan to launch MA to enrich product line and enhance primary brand position .So this paper taking CCF MA new product launch as an example to do the further study and analysis.This paper provides a brief introduction of marketing theory, as well positioning theory summary which includes the key characters and four steps of product positioning. Secondly this paper also analyzes how to identify the MA target market demand according to auto industry growth trend analysis. Analyze the marketing competition environment with the usage of SOWT analysis theory and Porter's Five Forces Model to fully understand MA's strength, weakness, opportunity and threat. Study the target customer insight and customer need through communication with dealers and key cities target customer research, make difference product positioning according to the different image in customer mind. Develop the MA launch strategy (Including Product strategy, Price strategy, Marketing Strategy and Media Strategy), then finalize new product consolidate launch plan. Ensure flawless launch execution across all levels of the overall new product launch plan, Measured the achievement of objectives over the post launch period .And make continuous improvement to meet customer expectation. MA new product launch will enlarge the CCF brand awareness and enhance CCF competitiveness.