Research On Marketing Strategy Of South China Tire & Rubber CO. LTD

With the developed of automobile industry and increased of civilian car sales since 21 century in our country,the market demand for auto tires has been expanded. The yield and sales volume of auto in current have beyond 18 million with 800 million of the tires yield.Although China is the highest rank of world’s tires production country,the sales situation is not well.From the tires producing and marketing of view, the main problem is concentrated on the lagged research input of the tires industry,serious fake product, unsuitable product market localization and insufficient brand depth etc..South China Tire&Rubber Co. Ltd is a large state-owned capital of listed companies.In this paper, the exploring is based on the marketing situation of the product with methods of lecture researching, market interviewing,model analyzing and empirical data. Situation of the market is discussed correlating the market strategy. Firstly, marcoscopic and microscopic of the tire market share of South China Tire&Rubber Co. Ltd are analyzed by means of PEST and SWOT as well as the capacity with the evaluation of product demand from the customers.Then, the market strategy of the company are explored based on the relationship between the market information responses and economy as well as politics circumstances.Meanwhile,market interviewing has been conduct to investigate the customers’ responses to different types of the tires such as the brand of Michelin,Bridgestone and continental.Last but not least, data of market interviewing split into 10 types including brand, scale of the enterprise,technology input and product quality from multiple peer etc. are analyzed to make up the new market strategy in the future.With the investigation and analysis combined, the marketing problems of South China Tire&Rubber Co. Ltd are found as well as the construction proposals are given.Besides, the counter suggestion of improvement with the respect of Product&Operation distribution,human resource management and business management etc. is raised against the problems.