CAMSO Qingdao Company Engineering Tire Marketing Strategy Research

With the fast development of global economy,the engineering machine industry had gradually accelerated.As one of the main parts of the engineering machines,the tire's market demand was continuously expanding,in the meantime,the tires manufacturing capacity was sharply increasing.In China market,the domestic tire brands started rather late and many technology and design imitated the foreign products,it caused the product's homogenization serious.The domestic tire brands have less innovation in technology,R&D and marketing method,it had limited core competitiveness so that the products can only had a certain advantage in the price.CAMSO Qingdao Co.is a supplier of solid tire and bias tire,CAMSO is a brand of a foreign-owned enterprise,its business covers the APAC area including the China mainland,Southeast Asia,Japan,Korea and India.This thesis will make market investigations in the PEST analytical method,the five forces model,the SWOT analytical method,will make analysis by market research method,case analysis,discussion method and literature inquiry methods,countermeasures will be established by the STP and 4P theories,all the actions and implementations need to be monitored and controlled by system process.Finally the target is to improve the core competitiveness to gain more market share and profitability.This thesis has five parts.Part one introduces the research background and trends,the research methods and structures chart,the overseas and domestic research developments.Part two makes introduction for the research theories.Part three makes proper summary of CAMSO Qingdao Co.and the current marking situation.Part four makes the investigation and research for the macro-environment and competitive environments,used the SWOT method to identify the strength,the weakness,the opportunity and the thread.Part five makes the STP marketing strategy and the 4P design.Part six establishes the system process to ensure the implementation.Part seven,summarizes and makes the forecast for the thesis.