The Marketing Strategy Study Of Z Shock Company In China's Automotive Aftermarket

Total car parc of registered vehicles have been achieving 304 million vehicles by the end of June 2017.Among them,total car parc of registered cars is 205 million cars.In the four-nine year period after the date of car manufacture,the largest growth can be followed for automotive aftermarket.It is crucial for automotive companies to make effective marketing strategy in this rising market of today.Z Shock company with 29 years of experience in design and manufacture of shock absorbers for the majority of vehicles on our roads today plays an important role in automotive aftermarket.Firstly,the marketing environment of Z Shock company is analyzed through Michael Porter's Five Forces Model and SWOT.Then,current situation of marketing strategy is analyzed based on current marketing environment.There existed strategy problems on product,service,price,place and promotion etc.like product technology commonality,inflexible service and price strategy and inconsistent place and brand promotion strategy.The root cause is found including insufficient R&D staff,unscientific supply chain system,inadequate marketing research and information technology system,different sales concept and unclear brand position etc.Finally,based on optimized STP,optimized marketing strategy on 4Ps has been resolved.Last but not least,effective measures to make sure optimized marketing strategy to be implemented are also clarified.This paper is to expand competitiveness and market share along with mature management to make Z Shock company great progress in a positive way.