Research On The Marketing Strategy Of SINOTRUK Heavy Duty Truck Products In Mexico

In recent years,as relations between China and Latin American countries have continued to heat up,trade exchanges between China and Latin America have become increasingly close.With the deepening of the "Belt and Road",Latin America has become an important trading partner and product export destination of China.Due to the relatively backward infrastructure construction in Latin America,the demand for infrastructure equipment has continued to increase in recent years.Many Chinese heavy duty truck and machinery equipment companies have seized the opportunity to enter the Latin American market.As a large economic country in Latin America,the Mexican market has developed rapidly in recent years,and infrastructure construction has gradually advanced and improved.Taking advantage of the spring breeze of development in the field of infrastructure construction in Mexico,many Chinese heavy truck and machinery equipment companies have taken the Mexican market as their strategic market in Latin America,and have invested a lot of manpower,material and financial resources in the development of this market.As a leading company in China’s heavy truck industry,SINOTRUK began to enter the Mexican market in 2018 and has developed rapidly in recent years and has achieved impressive results.Mexico is located in the hinterland of the United States,and its heavy-duty truck market is heavily influenced by American products,which poses a huge challenge for the entry of Chinese brands.Under such circumstances,SINOTRUK started from scratch and started from market segments,breaking the long-term monopoly of American heavy truck products on the Mexican market,and gradually improving its sales and after-sales service system in Mexico,becoming the leading brand of the Chinese heavy truck industry in the Mexican market.While developing rapidly in recent years,SINOTRUK has also clearly recognized the huge potential of the Mexican market and the deficiencies in its own development.SINOTRUK started late in the Mexican market,although it has developed rapidly,its sales volume still needs to be further improved compared to the more mature markets in Africa and Southeast Asia.Compared with American brands that have been deeply involved in the Mexican market for many years,SINOTRUK has achieved certain results,but still has a huge gap in market share.With the awakening and entry of other Chinese brands,the competition of Chinese heavy-duty truck brands in the Mexican market has become increasingly fierce.SINOTRUK’s sales and service network in the Mexican market are in urgent need of improvement,the price advantage is gradually weakened,and the product system urgently needs to be established.All these above are the development issues facing SINOTRUK.Based on the above situation,this article uses theoretical knowledge such as PEST analysis method,SWOT analysis method,STP theory,4PS marketing strategy,etc.,to carry out the macro environment of the Mexican market,the status of the heavy duty truck industry,the situation of SINOTRUK’s competitors and the development status of the Mexican market.The analysis also summarized the problems of SINOTRUK in the Mexican market.Combining the sales experience in the Mexican market,this article proposes a scientific marketing strategy and safeguard measures for SINOTRUK’s development in the Mexican market,aiming to further increase SINOTRUK’s heavy-duty truck market share in the Mexican market and establish a complete products system,sales system and after-sales service system,in order to strengthen its brand influence and popularity,and finally realized the further increase of SINOTRUK’s sales in the Mexican market.At the same time,using the leading role of the Mexican market,SINOTRUK can radiate and influence the entire Latin American market,and further enhance the visibility and market share of SINOTRUK’s heavy-duty trucks in the entire Latin American market.In addition,it is hoped that through the research and design of the Mexican marketing strategy in this thesis,it will provide certain industry experience and reference for other heavy truck enterprises to enter and develop the Mexican market.