Research On Marketing Strategy For CR Forklift Accessories Sales Company

Under current social and economic environment,with the increase of forklift application environment,rapid development of such industries as e-commerce,communications and logistics with frequent forklift application and sharp fall of population growth,people are less willing to work in hard conditions and more and more people are replaced by machines,all of which result in the sharp increase of demand for forklift.World forklift industry has been keeping rapid development from 2006.According to data in world industrial vehicle statistics report,forklift sales amount worldwide was 824,100 in 2006 and the number became 1,333,800 in 2017 with compound annual growth rate of 4.47%,which realized the increase of 15.69%in comparison with that in 2016.By the end of 2017,China has been world’s largest sales market for eight consecutive years.Currently,sharing the same characteristics as traditional vehicle accessories industry,domestic forklift accessories enterprises in China can be seen everywhere,small,scattered and chaotic without fine examples in market and there are only a few large-scaled forklift accessories companies.As vertical e-commerce is emerging rapidly in market,no forklift accessories enterprises are adopting the new format,which is still in the blank stage.Forklift accessories sales still relies on "roadside store",which requires the urgent need for breakthrough.Market vacancy for standardized and easily searchable forklift accessories sales enterprises still exists due to characteristics of forklift,high wear rate of forklift accessories,high demand for accessories’ timely arrival and repair,and extremely large market demand.Founding team of CR Company owns both senior insiders with more than 20 years of forklift and accessories sales experience,and a team specially dealing with industry internet portal website operation for years,which is carnying out forklift accessories sales by adopting the growing vertical internet e-commerce model.The paper analyzes background and environment of forklitf accessories sales through introduction to forklift industry,background of forklift accessories industry and external macroscopic environment.By using marketing theory and knowledge as the tool,the paper analyzes characteristics of current marketing in CR Company and also its marketing situation including the analysis of demand/supply environment and competition.Based on analysis of product strategy problems,sales channel strategy problems,price strategy problems,promotion strategy problems and service strategy problems,etc.in marketing strategy in CR Company,the paper finally finds out problems.Product problems as follows exist,namely,diversified customer needs,multiple forklift model selections,less product variety provided by a single sales company,large difference in product quality,high personnel cost and limited service ability in CR Company;channel problems as follows exist,namely,small market coverage,low acceptance in new areas,insufficient personnel expansion,and certain operation risks in agent sales model,etc;other problems also exist,namely,insufficient promotion and publicity,etc.The paper puts forward suggestions for marketing strategy optimization based on analysis of combining theory with practice after the problems are found out.It is suggested that CR Company enrich product categories.In aspect of product strategy,increase coverage of accessories varieties in CR e-commerce platform to provide convenience for customers and promote customer satisfaction.The use of forklift accessories list provides a convenient way for customers to search for accessories;optimize purchase system,choose suppliers of high quality,carry out system of eliminating the last and hierarchical management system of suppliers,and refine control over suppliers;adopt bulk purchase to reduce cost used for consumable accessories so as to improve profit margin.Besides,adopt the method of packaging a variety of related consumable accessories into the maintenance package for bundle sales so as to increase sales volume.It is necessary to reduce inventory occupation by non-consumable accessories and purchase is only implemented if necessary;CR e-commerce platform provides a variety of value-added services including forklift lease,second-handed forklift sales,electric forklift’s lithium battery lease and online maintenance instruction video,etc.,all of which are able to increase number of page views and customer stickiness.In aspect of price strategy,it is suggested that CR Company adopt the traditional "quick returns and small margins",and pay attention to"Long Tail Effect" of internet to win more customers and profits.In aspect of channel strategy,it is suggested that CR Company adopt distribution in several provinces,expand sales from one area to another,cooperate with a large local quality agent in the distribution province,establish a subsidiary for pioneering operation and grant merger options.The agent is able to exchange shares to become a shareholder of the mother company to share national profits if his/her performance reaches the standard.Besides,the joint-venture subsidiary will become a wholly-owned subsidiary.Recruit the agent’s customers and personnel to become local service points;recruit more shareholders with strategic resources to expand sales;carry out layout in Hefei Central Warehouse and set up regional warehouse in the region step by step,and accelerate response to product demand.Finally,in promotion strategy,strengthen purpose-oriented publicity,and increase exposure on industry websites and forums;refer to promotion content of FMCG(fast moving consumer goods)and provide promotional rebate activities to increase the attraction.Optimize the company’s marketing model by using multiple methods to provide referential suggestions for CR Company to take the first step and determine its leading position in competition in the subdivided field of forklift accessories sales.