Research Of Spare Parts Marketing Strategy Of Overseas Vehicle After Market By Q Company

In recent years,China's automobile manufacturing industry has been developed rapidly.China has become the largest car production and consuming country during the past 8 years.International business is not only related to the automobile manufacturing enterprises,but also led to a large number of auto parts manufacturing enterprises.Q company is a state-owned large automobile manufacturing group.On the background of Chinese automobile industry's vigorous development and fast promotion of automobile manufacturing industry's internationalization strategy,Q company's group signed a strategic cooperation agreement with the South Africa state-owned automobile group to invest and build automobile factory in South Africa.As the group's overseas market operation platform,Q company is mainly charging for marketing management and sales of its self-owned brand products and the implementation of overseas investment projects.Due to the low customer satisfaction of aftersales service,Chinese vehicle brands have been recognized not high in the overseas market.The core problem includes that the aftermarket replacement spare parts' supply is not timely and the high product supply prices.On the other hand,a large number of Chinese auto parts manufacturers have production overcapacity,some enterprises with backward technology,and the low-end market mass competition has disturbed the market order,which has seriously affected the overall image of Chinese manufacturing industry.Here we will use the marketing and strategic management theoretical knowledge learnt from MBA classes,to analyze the present situation and possible marketing problem of Q company.Through SWOT analysis and marketing theory 4Ps combination strategy,figure out the suitable marketing strategy for the overseas auto parts business of Q company.