Research On Target Market Seiection In Asian Market Of QF’s Tyre Retreading Equipment

Along with the research and promotion of the market segmentation theory and target market selection theory, more and more companies put high priority on these two point:how to make market segmentation? And how to make target market selection? On the one hand, companies can’t meet all the demands from the market, on the other hand, it is more and more difficult to profit under severe competition. By research on the demands of customers, and scientific market segmentation, then choose the proper target market accordingly, will help companies to get the competitive advantage and improve the market performance.Tyre retreading industry is the extension and reuse of the tire industry, it helps to protect environment and save resources, more and more governments pay high priority and subsidy to this industry, which helps the fast development of the tire-retreading industry. There are many medium and small-sized enterprises stepped in this field, and competition is much severe. But there is also some demand which is not satisfied due to the high technology barriers. At this moment, all Chinese tire retreading equipments manufacturers including QF have to think over following questions:What were the factors that influenced the demand? How can we find the right market among all overseas Markets?This paper tries to use following method to answer above two questions:Firstly, analyzes and finds out the factors that affect tire retreading equipments market. Secondly, analyzes the macro and micro environment of QF company. Thirdly, builds a market attraction assessment model based on the above factors and use the model to evaluate all Asian markets. Fourthly, divides all Asian markets into four segments by two critical factors:"New tire price" and "Road condition", and choose main market as the target market. Finally, the author gives suggestions to improve QF’s target market selection in the aspects of4Ps:product, price, place and promotion.The main purpose of this paper is to help QF to identify and choose their target market on Asian market, through scientific segmenting of market and proper target market selection method. Then distribute the company resources to each target market properly, make proper marketing strategies, for further develop. It has a certain theoretical and practical significance.