Research On Marketing Strategy Of FA Motor Company In China

FA Motor Co.,Ltd.is a small and medium-sized enterprise in Germany.Since it entered China in 2010,with its own core patented motor technology and a market structure dominated by a seller’s market,the sales have grown steadily in the target market.But with the current changing market environment,competitors are gradually increasing,and the market structure has changed from seller to the buyer’s market.FA Motor must review the existing marketing strategy and change it to suit for the current environment as maintaining sustained growth in the Chinese market.Based on the background of FA Motor Company and the current situation of its Chinese market,first,this paper has a comprehensive analysis of the macro and industry environment using marketing theory and analysis tools,and introduce the current marketing strategy of FA Motor Company by products,services,sales,promotion,etc.Then,through the expert interview method of marketing research,find out the possible problems in marketing strategies and the reasons from customers with the perspective of4 P.The problems mainly have the aspect of ladder price and long delivery time,and customer expectations and suggestions for FA improvement include products and services for special needs and more efficient online promotion activities and content,based on these questions,find reason with the discussion and 4C and 4P theory.Finally,as the resources and capabilities of FA and the marketing theory,the suitable marketing strategy for the Chinese market is proposed,including diversified products and services,localization that balances the needs of factories and customers including assembly,restructuring,flow inventory management,etc.improve delivery time and price customer of demand,intensify promotion communication strategies,add and subtract the products of group factory.Satisfy market demand and promote FA Long-term development in the Chinese market.Through the research of FA Motor Company,not only expected that FA China can satisfy the needs of the current changing market,but also provide reference for similar enterprises.