| Chang'an Ford Mazada Automoblie Co. Ltd. (CFMA) is the most importantlayout of Ford Motor Company in China auto market. It needs combine Ford'ssuccessful market experience with China local market situation. Retail experience issame in different country, but key account's demand is quite different.How to meet itsdemand to build Ford's brand image in China, to bring stable sales and to influent retailcustomers to buy CFMA's vehicles is the emergent issue need to be resolved by CFMA.Mondeo is the main car model of CFMA that key account buys at present, at thesame time government is the best customer that can build good brand image for CFMA.Hereby it is supposed that Mondeo and government determine the key accountcompetition strategy of CFMA. The thesis researched on the key account (KA.)competition strategy of CFMA through studying Mondeo and government.This thesis analyzed the macro economical, the competition situation and KA.recognise and choose, and then brought forward the KA. competitive strategy forCFMA.This thesis was developed in two levels:Ⅰ. Strategic level: studying the KA. competitive strategy of CAF.Ⅱ. Practical level: studying government and its market situation.The first chapter introduced the raltive theory of strategy.The second chapter introduced the background of CAF.The third chapter gave a broad overview of China sedan industry and med-topgrade sedan market.The fourth chapter analyzed the market situation of CAF and the whole autoindustry through studying population, economical environment, political and legalenvironment, natural environment, social culture environment, and used Porter'sFive-force model to analyze the existing product competence, the threat of new enteredcompetitors and substitutes, the power of buyers and suppliers.The fifth chapter described the segment, analyzed every segment and chose KA.target market. The sixth chapter expatiated on the KA. competitive strategy of CAF, andsuggested CAF build up a market competitive strategy oriented by KA..The last chapter illuminated how CAF implement differentiation marketingdevelopment strategy from studying the differentiation of brand image, product, place,promotion and management system.It is the first time to researched CFMA KA. competitive strategy from Mondeo andgovernment. This thesis can be reference and guidance for other auto enterprises in KA.management and development. It played an important role in both theoretical level andpractical level. This thesis is also a chanc that the author can digest the knowledgelearned from two-year MBA course and bring them into practice. |
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