C Company Hmld Diesel Engine China Aftermarket Business Strategy Study

HMLD (Heavy, Mid-range & Light Duty) diesel engine product line is the largest segment of total diesel engine population in Chinese market. This market segment is a fully competitive and complex market. Overall profit contribution rate of HMLD aftermarket business in China is very low. It showed greatly gap compared with developed country.As the world leading diesel engine manufacture, the C company engine sales volume growth quickly in past years, but aftermarket business faces tough situation today. This thesis will be based on problem oriented research method to clarify the C company HMLD aftermarket business obstacles and challenge encountered. Through deeply analyze market environment, customer group characters and competition situation by classical marketing analysis theory like:five force analysis method, SWOT, try to figure out the root cause and direction of business development strategy.As a key part of this article, the thesis deeply analyzed the C company aftermarket business key factors based on 4Ps marketing strategy model to find out obstacle and weakness area. The purpose of this study is that set up a more competitive and innovative business growth strategy and model through focus on HMLD aftermarket business develop trend and customer real needs researching.At the end of this article, through one successful business case to show a best practice story of new business model implementation in regional HMLD aftermarket business development.Innovation points of this article:focus on customer value delivery and enhance business model development to build sustainable growth business model and HMLD aftermarket business Blue Ocean strategy. To help the C company setup competitive and profitable growth business model. It will benefit for the industry aftermarket business development.