Research On The Marketing Strategy Of WUXI CUMMINS Turbo Technology.LTD

With the rapid growth of Chinese economy and the acceleration of modernization.The domestic transportation infrastructure shave been considered as matured in a sense.At the same time,the domestic car sales and car ownership have become the world's first.In terms of energy saving and emissions reduction,the wide use of turbocharger in the automotive industry is inevitable.In another word,its market potential is huge.Currently,enterprises like CUMMINS,HONEYWEL,BERG WARNER who are possessing core technology in this area,dominate the market.Among them,Cummins is the market leader without doubt with its advanced technical ability,rich products series and flexible market response,it has gained the biggest market share.The turbocharger retail market filled with competition from hundreds of manufacturers,most of them are lack of tailored selling strategies for the turbocharger market,their short vision tactic has led to the result of both price decreasing and quality deteriorating.This is neither conducive to the development of supercharger retail industry,nor to their long-term profitability.In this paper,we conduct our research based on the background discussed above.Firstly,the paper's main task is to discuss how to design an effective product marketing strategy for Wuxi Cummins.The strategy should be able to maintain the stability of the host market and helping with the steady improvement for market shares of its parts retail market,meanwhile it has to be able to discover new profit growth points for the company.Nevertheless,Wuxi Cummins' s existing marketing model that led to higher operating costs,weak brand promotion and poor distribution is the urgent issue to tackle.Secondly,this article will from the company's operating conditions,the established strategy and marketing environment,through the detailed analysis and research,put forward to adapt to the market rule for the future development of marketing strategies.Through to Wuxi Cummins Turbo Technologies co.,LTD.,the current marketing environment analysis,analysis of macro environment,using PEST theory using Michael porter competitive model to analyze industry environment,then compares the Wuxi Cummins Turbo Technologies co.,LTD has any overlap of the two companies operating conditions and the development strategy,as a competitor analysis.Using SWOT analysis method,points out the opportunities and threats for the future development of company,combining with the enterprise internal and external environment,to choose suitable for the company for the future development of marketing strategy combination plan.Finally,through the marketing environment analysis the result of the choice of marketing combination plan,implementation and safeguard measures were put forward.First the STP analysis,and then on the basis of the service marketing theory of 4PS marketing for Wuxi Cummins Turbo Technology co.,LTD.,to formulate the marketing strategy,and from the perspective of people,goods,content marketing strategy implementation safeguard measures are put forward.This paper points out that Wuxi Cummins suits to choose differentiation marketing strategy,and focus on the development of high-end market.Based on the theory of 4PS,in terms of product strategy,based on the characteristics of Wuxi Cummins itself,Suggestions combining product innovation strategy and brand strategy;In terms of marketing channel,should take short channel strategy,and the direct sales model combined with a distribution model;In the promotion strategy,should hold together from two,one is to develop the marketing strategy,the two is closely combined with the business promotion strategy.Finally,in terms of product pricing strategy,pricing for differences in pricing of new products combined with competitive pricing model of pricing strategy.