| The automobile business grows rapidly in China since 21 st century,but by the green concept becomes more and more popular since 2020,together with the definition of carbon neutralization and carbon emissions peak,the conventional fuel vehicle business was badly impacted.Accordingly,the related conventional automobile components suppliers started to meet the difficulties during the business development.As a result,the conventional fuel vehicle demands started to slow down,which caused the conventional automobile components suppliers’ business dropped.In order to drive the market,the OEMs started to lower down the selling price,which caused the conventional automobile components suppliers not only losing the market share,but also started to lose the profit.NJV is a typical conventional automobile components supplier which provides solutions for engines and transmission,it met the business development bottleneck and the business stopped growing since 2017.Although NJV accumulated some research and technology in the NEV business,it cannot make the industrialization in time and bring them into the market as quickly as the market itself,therefore,the technology at hand cannot answer the market trend and solve the business problems immediately.As the top 100 Automobile Components Supplier in the world,NJV has a balanced business structure,the powertrain business unit needs to keep its share in the FA group.In this way,it is necessary to do the market channel optimization to keep the business stable and growth.We found a way out in this research by using the theory in Marketing,together with NJV existing business model,that is to optimize the market channels for powertrain products in NJV,in order to have the business recovery.We collect the market data with investigation,diagnose the channel gaps with analyzing the current channel structure.Considering the specific characteristics in aftermarket and the existing global sales network in FA Group,we realized that the full market channels have the possibility and feasibility to be realized.By doing the channels’ structure optimization,to expand the focus from OEM to OES & IAM(independent aftermarket)in order to find out the business robust opportunities.For market channel behaviors,we analyze the channel connections and conflicts through typical business case,to add the role of channel manager,to incent the channel members effectively,better manage and control the channel conflict,etc.,with all of these actions taken into use,NJV could continue with the business growth in full channels for powertrain products.We also use the calculation to simulate the result,with the analysis and calculation,we could forecast the future trend of powertrain product in NJV by optimizing channel structure,and the optimization on channel behaviors will guarantee the forecasted result effectively.With the calculations and simulations related,the conclusion is that NJV could stopped the embarrassed business situation and start to have a 8%-10% growth rate by market channel optimization.With the background of NEV development,the difficulties which NJV has met is a common issue for all the conventional automobile components suppliers.My research on this area is aimed to find a solution for the companies alike and help them find a way out.Meanwhile,with this research,we will expand the market channel theory applications in automobile components business area. |
