The Research Of A Company For Marketing Strategy Of Truck Coating

According to statistics,China’s automotive output reached 24.5033 million units in 2015,accounting for about 27% of the world,including heavy duty truck(HDT)output for 536000 units,accounts for about 31% of the world.It was estimated that,global automotive coatings market is about $15.1 billion in 2016,with China of $4.08 billion.According to 2015 financial report,China’s revenue of A company(automotive coatings is main business in which company)is only $531 million account for 13% of the company’s global revenue,and commercial vehicle business accounts for only 7.7% of its global division,HDT is only accounted for 1.7% of global business,the HDT coating sales performance of A company in China is far away from the expectations.Though China is the world’s largest automotive coatings market,China’s economic growth is experiencing the “new normal” period,truck industry is over capacity and grows slowly at the same time.Local truck coating brand occupied medium and low-end market share,five world famous companies: PPG,company A,Kansai,Nippon and BASF occupied the high-end market.At the same time,along with the increasingly strict environmental protection policy,truck coating companies are facing reshuffling situation,local brands due to technical disadvantage,without proper environmental protection products will be eliminated,the international brand will get the opportunity to dominate China truck coating market.Facing opportunities and challenges in China truck coating market which will not happen again during coming 20 years,the author made a comprehensive analysis of the macro environment and micro environment,internal and external environment of A company using PEST,Porter’s Five Forces Model,SWOT theories,and established the specific truck coating product,price,place,promotion strategy of A company with STP theory,and made company’s future development direction of 5 to 10 years clear.At the same time,the author collected a large number of detailed data,after deep communicating with the domestic and foreign famous truck manufacturing enterprises,the ministry of finance,industry association and other relevant experts in the field,author got a basic judgment on development direction of China’s automotive coatings in next 5 to 10 years,the above strategy was also verified.By analysis,the best time for a potential competitor spec into a mature automotive coating market is when customer building new or modifying old coating line,followed by the introduction of new models.During the next five years,A company will focus on Dongfeng,CNHTC,Shaanxi Auto,Foton Daimler,JMC and JAC for the target customers,using new type of tractor,modifying the old coating line and building new coating line as the breakthrough points,promotes the High Solid Solvent-borne and compressed Water-borne two environmental friendly coating technologies to reach the company truck coating sales target with 45.8 million in Year 2020 by adopting Appropriate pricing and Market-skimming pricing etc.pricing strategy and direct or distribution channels.