W China Automotive Coating Company Marketing Strategy

Since 2009,China has surpassed USA to become the world’s largest automotive market country.After 9 years development,China’s automotive market scale is close to 30 million vehicles per year.Compare with 500-700 car ownership out of thousand people in developed countries,China currently has less than 150 cars ownership per thousand people,potential market growth in the future is enormous.According to the China Auto Industry Association,China’s auto market will still grow at a rate of 3%in the future.It is clear that the Chinese auto market has become the world’s largest and most attractive market.Automotive coatings industry as an indispensable part of automobiles industry,market growth is also inevitably.According to the market scale of 2018,the Chinese automobile market consumes more than 300,000 tons of automotive coatings,the annual value over 15 billion RMB and the market scale is still expanding.W China Automotive Coatings Company was founded in 2002,is wholly-owned subsidiary of German W automotive coatings company.German W automotive coatings company with a century-old history,has many advantages in coating technology and product systems in the market.Combine with product&technology advantage and China’s auto market,China W Automotive Coatings Company developed smoothly.But the more attractive market is,the more competitors joined.Competition starts fiercely.W China Automotive Coatings Company is more technical driven style,which had strong effected by German W Automotive Coatings Company.Plus some historical reasons in organization structure,W China Automotive Coatings Company has not taken marketing strategy into serious.But under the serious competition in China’s auto coatings industry,W China Automotive Coatings Company has to take care of marketing strategy if it still want to expand the business in China.Based on the basic knowledge of marketing theory,this paper firstly analyzes the macro-environment and industry-environment of W Automotive Coatings company in China,and carries out SWOT analysis in combination with Enterprise’s own situation.Then the target market is selected and positioned in the target market through the segmentation of the automotive coatings market.After the scientific and complete analysis,the strategy come up from four aspects,product,price,channel,promotion for W China Automotive Coatings company in China’s automotive coatings market strategy,as well as the relevant implementation plans and safeguard measures.