Research On Marketing Strategy Of Japanese OEMs For BASF Coatings Company

BASF Coatings company is a Sino German joint venture that mainly produces and sells automotive coatings.It is the main supplier of coatings for European and US car makers in Chinese automobile market.In recent years the Chinese automobile market has experienced rapid growth,however after the growth slowed down the competition in the automotive coatings industry also became very tough,then the sales growth of BASF Coatings company also slowed down,so we need a new growth point to boost sales and profit contribution to the company performance growth regression.Under this background,as the Japanese OEMs customers benefit from their own small car models and SUV models,the sales volume has been increasing steadily,which has become more and more important in the Chinese automobile market.However,because of historical reasons the supply share of BASF Coatings company in the Japanese OEMs market is limited,and the recent business growth is also obviously weak.Due to the update of national environmental protection regulations and the upgrade of new painting technology in customer plants,the demand of new type of paint products is gradually increasing in recently years,BASF Coatings company is targeting the potential needs of this new market,introducing the new paint products and enrich the whole product portfolios to obtain new business growth chance.Then,we will further understand the potential demand of Japanese OEMs customers,and further understand the Japanese OEMs market in a deeper and comprehensive way,and develop reasonable marketing strategies based on this.Based on the related marketing theory and practical experience,this paper first analyzes the marketing status of BASF Coatings in China Automotive Coatings Market and the Japanese OEMs coatings market,and finds out the problems faced by4 P marketing theory.Then,by studying the macro environment and microenvironment currently facing,it is clear that in the future,the demand for new vehicle coatings will increase significantly with the upgrading of customer coating process and coating technology.In order to further understand the market condition and potential demand of Japanese vehicle customers,we conducted in-depth interviews and surveys at the customer site to grasp the direction and supplier selection methods of Japanese automotive customers,then defined that BASF Coatings company should focus on Base Coat and Clear Coat product strategy in the Japanese OEMs market.Then through the SWOT analysis,it is concluded that the BASF Coatings company has its advantages and opportunities more than disadvantages and threats in the Japanese OEMs market.Finally,through the STP theory,the whole Japanese OEMs market is segmented,and differentiated marketing strategy is adopted according to the difference of customer demand of different market segments.After forming the general strategic planning,according to the market and customer demand,the traditional 4P theory and 4C theory,we defined marketing strategy for each segment of the market in detail,including portfolio of products for all segments of the market,and the combination of different grades and prices of product portfolio.In the sales channels and after-sales service,combined with the current status of BASF coatings company in the Japanese OEMs customers,the improvement measures are put forward.Finally,according to the overall marketing strategy plan,we need to discuss the guarantee from personnel,products,supply and strategy perspectives,so as to ensure the landing and implementation of the marketing strategy.According to the investigation of the above results basically we can see,the new Base Coat and Clear Coat products from BASF Coatings,with high quality and competitive pricing,positioning in the middle and high-end market of Japanese OEMs market,the key customers as the core focus,and with the high-end products to meet the high requirements of the Japanese luxury car brands,meanwhile improve and upgrade the sales channels and customer service,finally achieve the dual goals of BASF Coatings company which is increasing both of sales and profits in Japanese OEMs market.I really hope this paper can be a constructive proposal and operationalreference for BASF Coatings company in the marketing of Japanese OEMs,so that we can make a great contribution to the success of new coatings products in the Japanese OEMs market.