The Sun's Marketing Strategy Research

Sunray Co., Ltd. (hereafter called Sunray) is a company specializing in manufacturing and selling the key parts of automobile engine and casting iron products. It is a Sino-U.S. joint venture with a private Chinese partner. Since its establishment in July of 1997, it has had a history of over 8 years. With the rapid development in both domestic and oversea automobile parts industry, Sunray is being faced with unprecedented development opportunities. The author attempts, through the writing of this thesis, to make an analysis of the macro and micro, internal and external environment of the company, with the purpose of finding out the advantages and disadvantages, as well as the threats and opportunities facing the company. According to the development strategy, the author hopes to outline an applicable marketing polices, so as to induce the rapid and healthy development of Sunray in the future.The main contents of this thesis:Chapter one is the preface. The author mostly introduces the issue of research, meaning of research and research's means.Chapter Two introduces the history of Sunray. It mainly involves a review of the key steps in the development of Sunray, and a summary of the accomplishments in this development.Chapter Three and Four are about environment analysis for Sunray's development. The analysis of the external environment contains three parts: the macro environment analysis, the industrial background analysis and the competition analysis. Techniques such as PEST analysis and the five factor model by Michel Porter are utilized here. Internal analysis covers the HR, finance, production, R&D and marketing aspects of the company.The result of the internal analysis is to aware the company of its internal advantages and disadvantages, and the opportunities and threats it...