Research On Marketing & Sales Strategies Of CITIC DICASTAL

World’s economy perspective has shifted drastically;the growth of automotive market has declined,especially in 2019 when the trade barrier has projected an irreversible trend on the background of surging anti-globalization movements.Regional economies are constantly experiencing frictions due to continuous escalation of the trade war even though countries continue to stimulate their macro economy.Hence the global automotive industry has also been affected in their multitude.Firstly,this article starts with the establishment of research approach with reference to both domestic and international research practices,through the background and prospect of research,using documented research,and quantified analysis methods.It adopts PEST analysis method in the analysis the macro-environment of China’s automotive industry in terms of politics,economy,society and technologies.And with Porter’s Five Forces Model,the industrial competitive environment of Dicastal’s current positions as aluminium wheel manufacturer are identified and analysed.Secondly,although CITIC Dicastal,as an aluminium wheel supplier,has been world’s No.1 in the past decade,its accessorial involvement in automotive supply chain industries has many issues and inherent shortcomings.Considering Dicastal’s current wheel sales and its internal micro-environment,along with Its actual situation of corporate structure,HR,production capabilities and R&D capabilities,particular analysis and research of Dicastal’s strategical flaws in product,pricing,promotion and channel have been clarified,as a base for optimising suggestions for Dicastal marketing and sales strategies that fit the company the best.Lastly,optimising and improving suggestions have been presented against its issues in logistical implementation in corporate culture building,customer relationship growth,in an effort to ensure corporate unity and operations capabilities,in hopes that this article could offer certain guidance for Dicastal’s sales and marketing management,and for its other products alike.