Research On The Marketing Strategy Of Non - Road Diesel Engine Company

As a state-owned enterprise, A company,after60years of development, in2010perfectly realized the rapid development of the "313" strategy (by three years,it reached300,000units of the sale of diesel engines and achieved sales revenue of100billion yuan,300million yuan of profits)After that, it came up with the company’s "12th five-Year plan" goal to start the fourth journey as an entrepreneur. In the facing with the external fierce market competition and internal corporate development needs, A company needs to achi eve an increase in sales revenue and profit by expanding the size of the market and enhan cing the status of the industry, in order to fully implement the "12th Five-Year Plan targets.The impact of the macroeconomic situation of the country in2011on the market of the company contributed to a undesirable meet of sales target planning objectives. In2011, A company sales fell22.5%, Yuchai fell7.3%, the Weichai fell16.7%, East Kang fell4.3%. A company’s decline is the fastest because of its’unbalanced sales structure station in which A company is trucked with a diesel engine sales accounted for the largest decline in serious, rather than the road with the diesel engine market rise in overall sales contribution. Therefore, to increase of non-road market development and to enhance its market share, is conducive to enhance enterprise sales, promote overall efficiency and enhance the comp any’s position in the industry.This article reviewed a lot of relevant literature, made many field research and data comparison, makes a detailed overview of the non-road market, analyze the non-road mar ket today, industry development trend, industry distribution pattern. Based on the learned knowledge of Fudan EMBA program, A Company is pioneering non-road diesel engine market strengths and weaknesses and the opportunities to challenge. A company is pione ering the principle of non-road market strategy targeted by contrast the development status of the competitors. By elaborating specifically the off-road market, product strategy, pric ing strategy, channel strategy, marketing strategy and service strategy, A Company is beg inning pioneering the market of non-road diesel engines market strategy to make improvements and efforts.