Research On Marketing Strategy Of Methode Electronics Shanghai Co.,Ltd

In recent years, with the rapid growth of Chinese automobile market, the auto parts industry also has a huge growth. According to the world’s leading automobile and sub-parts of consulting company LMC Automotive(Former name: JD Power Automotive)’s forecast, Chinese passenger vehicle production and sales will reach20 Million units in CY2015. Huge vehicle demand stimulates the auto parts market more active and more competitive. At present, in order to further enhance their brand value, each domestic automotive OEMs(Original Equipment Manufacturer) have to choose lower cost, higher quality, newer technology, better service auto parts suppliers to meet the market needs. Therefore, as a tier 1 or tier 2 supplier of automobile industry, it is very important to timely formulate targeted, innovative marketing strategies to meet the increasing needs of these automotive OEMs. It will help company to expand their market share and ensure stable business development.Methode Electronics Inc.(MEI) is an American auto parts enterprises listed in New York Stock Exchange. Methode Electronics Inc. was established since year1946, focus on User Interface products business in the global worldwide, especially Automotive industry, such as switches, sensors and other electronic products. The customer base include General Motor Group, Ford group, Fiat Chrysler group,Volkswagen Group, Daimler Benz group, Mitsubishi Company, Honda group and other well-known global automotive OEMs. Methode Electronics Shanghai Co. Ltd.is 100% owned Methode Electronics Inc. Since production from 2003, overseas business has increased steadily; export market share has always been at the forefront of the industry. But due to slow growth of the domestic business and cautious wait-and-see on the domestic market from headquarters, Methode Shanghai has not been able to really get benefit from the rapid development of China automobile market. At the same time, in the face of local competitor with their stronger and stronger R & D capability, better and better product cost, Methode products has no longer kept their advantage. How to deal with this situation? By discussion from the following five aspects of this research, we will try to find out the most suitable marketing strategy and provide the most feasible suggestions for Methode Shanghai.Firstly, in order to analyze and implement reliable marketing strategy for Methode Shanghai, we need to explain some marketing theory for research basis of this research.Secondly, by review of 2ndhand document include China Auto, China Auto components industry and Methode main competitor in China, here we provide a more comprehensive SWOT analysis for Methode Shanghai in the Chinese Auto market.Thirdly, by STP marketing theory, we will reposition Methode Shanghai customer based and product base to find out the key customer and product, and then provide a consistent, operational 4Ps marketing strategy for Methode Shanghai.Fourthly, based on current situation of Methode Shanghai, here we provide the relevant countermeasures to ensure the implementation of this marketing strategy.Fifthly, by analysis and summary on this case, here we provide a valuable reference of marketing strategy for oversea relevant enterprises in China.