Study On The Europe Marketing Strategy Of Citic Dicastal Co.,Ltd

Current era is enriched with uncertainty.To survive in such era,it is extremely important for each enterprise to have proper marketing strategy.CITIC DICASTAL CO.,LTD(referred as “Dicastal”),during the past 30 years development,became the largest aluminum wheel manufacturer in the world.Despite of achievement,Dicastal is also facing big challenges.This essay fully analyzed advantage and disadvantage,opportunities and challenges that Dicastal has for Europe market and provided optimization suggestions and guarantees of its current marketing strategy.Firstly,the essay described the current status of marketing research,explained the development history of marketing as well as some typical theories generated at each period.Those research made a good theory foundation for the essay moving forward.Secondly,internal environment of CITIC Dicastal is analyzed.Based on analysis of Dicastal current business status,marketing position in Europe and marketing mode as well as the 4Ps theory,this paper pointed out the weak point of current Europe marketing strategy and also summarized Dicastal's advantages and disadvantages for Europe market development.Thirdly,analysis on external environment in Europe market is completed.Marketing environment is analyzed based on PEST theory from Political,Economic,Society and Technology aspects and competition environment is analyzed based on Michael Porter's Five Forces Model.Based on above analysis,this paper summarized Dicastal's opportunities and threats in Europe market.Furthermore,optimization advice is given to current Dicastal Europe marketing strategy.Based on above analysis and Dicsatal Europe sales strategy,this paper gives optimization advice from target customer,product,price,place and promotion aspects.Finally,this paper brought up suggestions of guarantee measure which makes sure the implementation of marketing strategy optimization advice.