Marketing Environment Analysis And Marketing Plan Development Of 2004 For CJ Bus Ltd.

CJ Bus Ltd. (CJ Bus)is a leading company in China big & medium bus market. In the year 2002, CJ Bus developed its corporate strategy and core business strategy, and took its first step towards the objective of becoming a world leading bus provider in 2012. However, lots needs to be done before vision comes true. As there has never been a systematic planning for relevant marketing activities, CJ Bus feels urgent to develop a detailed marketing action plan for year 2004.The commercial vehicle market especially the bus segment has never been so dynamic as in the last few years. Rapid technological innovation, continuous upcoming of new competitors, emergences of regional price war and changes of consumer needs in the rapidly developed economy have made the market becoming very remarkable.Therefor, my suggestion for a scientific, feasible and detailed marketing plan is to review firstly the corporate and core business strategy of CJ Bus, and then to conduct an external and internal analyses including environment analysis, market analysis, industry analysis, competitor analysis, key success factor identification, CJ Bus's core competences. After that, based on the results derived from above, we can develop marketing tactics in terms of products, channels, promotions, etc.In chapter 1 and 2 we introduce the company, and its established corporate and core business strategy which is the precondition of annual marketing plan.Chapter 3 mainly deals with the analyses of external and internal marketing environment,which includes aspects of macro environment, market, industry, competitors and resources CJ Bus currently possessed. Analyses show: CJ Bus faces a comparatively favorite environment; Big grade and top grade segments will have great demands in the next 4 to 5 years; Competitive pattern will see three stages in the next years; CJ has strengths on capital manufacturing, but is comparatively weak on marketing.Based on the analyzing results gotten from Chapter 3, in chapter 4, we first develop CJ Bus's relative strategies on product, channel, KAM(key account management), marketing communication. Then, we develop the detailed marketing plan of year 2004. General principles are: a market-opportunity-oriented product development plan, an aggressive and systematic dealer development & management plan; a differentiated KAM management program, a result-oriented communication scheme, and a reasonable annual marketing budget.