Research On Marketing Strategy Of Heavy-Duty Truck In Peru Of SINOTRUK

The world’s leading commercial vehicle manufacturers have an international market share of approximately 50% of their total market share.The international market is an important part of China’s heavy duty truck market.After the Chinese government organized the introduction of Austrian Steyr technology in 1983 and localized it,China’s heavy duty truck industry began to rise.In 2005,under the background of China’s accession to the WTO,China’s heavy duty truck products began to enter the international market in batches.The products verified by the Chinese market met the demand for low-cost heavy duty truck products in the Asian,African and Latin American market.After ten years expansion of overseas markets,which is dominated by product output,China’s heavy duty truck industry has fallen into a bottleneck.As a representative of the heavy duty truck industry,China National Heavy Duty Truck Group Co.,Ltd.(CNHTC)is also an enterprise that “goes out” earlier,and it will inevitably face the difficulties brought by the environment.However,for CNHTC,it is more important to solve the accumulated problems of the company’s overseas strategic positioning and marketing.This paper selects a typical market of CNHTC and analyzes its marketing strategy with reference to the performance and operation of CNHTC in the Peruvian market.Firstly,this paper elaborates the marketing strategy theories and basic theoretical tools,such as PEST and SWOT analysis.Secondly,on the basis of analyzing the macro and micro market environment of CNHTC in the Peruvian market,it analyzes the marketing status and problems of CNHTC.Then,in response to the issue of marketing problem of CNHTC,the solutions are proposed in the marketing strategy combination of product,price,channel,promotion,people,physical evidence and process.Finally,corresponding safeguard measures are proposed in terms of system construction,organizational structure and training.Through the research on the marketing strategy of CNHTC heavy duty truck products in Peru,this paper hopes to provide ideas and suggestions for the overseas marketing of CNHTC,and proposes a reference plan,hoping to have reference significance for CNHTC and China’s heavy duty truck industry.