Research On BAIC International's Marketing Strategy In South Africa

In recent years,with the end of apartheid in South Africa and a series of pro-trade policies,South Africa's market size has been expanded and its growth potential is obvious.South Africa is not only the biggest car market in Africa,but also one of the member of the Belt and Road and the BRICS,so it is a great importance for development of Chinese self-owned car Brand in exploiting overseas market for its economic strategy and political strategy.BAIC group is the first Chinese car vehicle brand which is settled in South Africa,this project is formally formed in December of 2015 which is the milestone for BAIC group and also the key factor for BAIC group to exploit overseas market,and it also helps other countries in BAIC group to exploit overseas market of their neighbouring countries in Africa.At present,most Chinese automobile brands have poor reputation,incomplete after-sales service and lack of sufficient parts in South Africa which makes it difficult for BAIC to exploit in the South Africa market.Under the circumstances,this paper firstly use marketing theory which combines internal and external environment factors of South Africa market,implementing SWOT tools to analyse the current situation,the challenges,the opportunities,and the weakness of BAIC Products.Then,based on the STP theory,my paper segments the car market of South Africa,designs the questionnaire for consumers of South Africa,analysis consumer's main factors of purchasing cars in South Africa.Finally,according to the 6Ps marketing theory and the analysis results of the previous chapters,this paper makes the marketing strategy based on the characteristics of BAIC including the following parts:optimizing the product strategy,realizing the transformation from the whole car import product to the local manufacturing,improving the product quality,expanding the product categories;Upgrading price strategies,boosting profits by increasing production and reducing costs,developing separate prices according to different targets to expand the market;Transformation promotion strategy,a variety of promotional strategies based on the core of financial marketing services,making the BAIC auto financing services plan according to local consumption characteristics of South Africa,enhancing purchasing power by lower rate;Enlarging the channel strategy,establishing channel strategy based on development promotion strategy of exploiting B2 B channel and other marketing strategies,because of the bad reputation of BAIC brand,it cooperates with other car rental companies to increase sales volume,to enhance the brand awareness;Developing the power strategy based on the cooperation of BAIC and the IDC company,developing the BAIC power strategy;detailing the public relations strategy,establishing public relations department through cooperation with PR consulting company,helping BAIC to create good relations with consumers,the general public and the government and media in order to shape the brand image and makes the enterprise get long-term development in the overseas market.This paper makes suitable marketing strategy for BAIC in South Africa,which can be used for other Chinese enterprise.