The Solo Chinese Market

SOLO Kleinmotoren GmbH has a successful history:In 1948 the founders initiated the development of small two-stroke engines, which were not available up to that time. In 1950 SOLO saw the first backpack, engine-driven dusting machine. In1951 the world's first backpack, engine-driven fogging machine, now also exhibited in the German Museum, roared into SOLO. The first 100 units already achieve the breakthrough for this revolutionary method of plant protection. The new machines were able to be operated "solo", by one person only - the birth of the future trade mark name.Since its foundation, SOLO Kleinmotoren GmbH has manufactured in excess of 10 million SOLO machines and sold these in nearly all countries in the world. In 1996 SOLO began exploiting Chinese market. A technical service center and warehouse were then founded in Shanghai. Seven years have passed, but SOLO sales amount in China still keeps on a certain scale whereas the other competitors grow along with this industry. In 2003 the external sales circumstances of gardens machinery field in China have changes greatly. How to seize the changing market, find ways the market will accept or exploit the new sales avenues etc. are the new marketing challenges for SOLO. In this article the author analyzes the new market and SOLO's strength, weakness, opportunity and threat in China. And three new competitive strategies are herein laid, pricing strategy, market segment strategy and after-sales service strategy.