CNHI Agricultural Machinery Company Marketing Strategy Research

The essay focuses on improving marketing strategy by analyzing current market situation based on the strategy of product,price,distribution and promotion for CNHI on macro and industrial environmental basis,which is a branch of international agriculture machinery company in China.Firstly,the current market situation and proposed improvement were found out by site survey through talking with the end user and the data were collected and laid a solid foundation for succeeding analysis.Secondly,the summary was concluded by analyzing the strategy of product,price,distribution and promotion through data processing by questionnaire.It also led the adjustment from single differentiate strategy to mixed strategy of cost-leading and differentiate on the macron scope.In order to be more competitive in the market,the proposal will include re-mapping of dealer's territory,optimizing product combination,flexibility in price mechanism and variety in promotion on a micron scope.Thirdly,CNHI was positioned as solution provider of agriculture machinery instead of manufacturer.Finally,the proposed market strategies and corresponding action plan are also presented to promote the sales of CNHI in the process of analyzing during the period of recession for Agriculture machinery industry.