Marketing Strategy Study For Changchun Seeber Automotive Plastics Technology Co.Ltd

Strategic marketing management is a very important management thought and method. Many enterprises in our country fall far behind the enterprises in developed countries in their thought and practices about marketing strategic, not to say the MSEs in our country. In recent ten years, the Strategic management thought of the designing school is very popular in China. At the same time, the environment is changing fiercely and the degree of uncertainty is just on the rise, but the way to make marketing strategic based on the designing school's model cannot react to the changing environment timely. So, the view of the Strategic marketing management is nothing speaks louder and louder. Confronted the changing market environment, the marketing strategic is not as nothing as many people thought but of more importance. The new conditions is just ask the making of marketing strategic pay more attention to the corresponding react to the changing environment of both external and interior, in order to keep the marketing strategic stringent and flexible.Changchun Seeber Automotive Plastics Technology Co.Ltd is an automobile part manufacturing enterprise of Sino-German joint-ventures. The company mainly offers the board in the related car door for Volkswagen of the First Automobile Factory of China and two large- scale automobile whole car factories of Shanghai Volkswagen . Since the company set up , the sales amount has increased year by year, but the profit rate drops continuously. At present, the order form of the market shrinks, the production line is under-capacity operation of the company, so the company is forced to cut down some first line workers, and the rest take a shift production. The comprehensive effect of the internal and external factors promotesthe company to adjust the marketing strategy.Under the environment of uncertainty and increased change, the marketing strategy of the company should not only respond to the change of the external environment, but also interact with the internal resources of the enterprises, in addition, it should highly pay close attention to the rivals' trends . The adjusted marketing strategy should keep certain rigidity as well as keep certain elasticity. Under the guidance of the marketing strategy, the company will confirm customers' demands, and meet customer's demands superior to their rivals'.Changchun Seeber makes the marketing strategy as follows:First, marketing current situation analysis. Through analyzing the general situation and the management situation of the company, we confirm that the company's prosperity degree is depressing at present, and the enterprises lack lasting profit ability, so the operation risk is strengthening. Through scanning the company's current marketing, we think the problem stores in the marketing strategy. After appraising and analyzing (IFE ) the internal factors of the company, the conclusion drawn is: the company's advantages lie in manufacturing and customer relation, and the biggest disadvantages are its weak research and development ability, limited product variety, and highly dependence on customers. The company is insufficient in exploiting the advantages and overcoming the internal disadvantages.Second, external marketing environmental analysis. Use PEST model to scan external marketing environment of the company, and use Potter's five strength competition models to analyze the micro marketing environment synthetically, we appraise the company's external factors by the analysis of comprehensive macroscopic and micro marketing environment (EFE) ,the conclusion drawn is: In the environment that the uncertainty and the change increasing day by day, thecompany faces chances and threats too. The company is insufficient in utilizing the external chances and evading the external threats.Third, confirm the marketing strategy. Through subdividing the market, the target market of the company is confirmed as: Radiating the whole North based on the Northeast, the company offers the automobile part for large scale car factory. The company's position is providing the high-quality ,high added value products for target customers. According to the characteristics of goal market chosen , combine the actual conditions of the company, Seeber orientate its products as the automobile spare part with high-quality and high added value. This localization includes three meanings as follows: l.The product quality that the Seeber offers is safe and reliable; 2.The products that the Seeber offers are with high technical content; 3.The added value of the products that Seeber offers is high.Seeber will seek the balance between customers and rivals, launch relation marketing deeply, pay attention to the application of the information technology. In the competition, It will make full use of the tactics of "chink marketing ", "focus marketing", "marketing of the satellite " and " intergrowth marketing".Seeber also makes marketing combination tactics according to the enterprise's current situation, the rivals' trends and customers' demands. Make every effort to offer satisfactory products to the customer. Offer the products which can meet customer's real interests and products of utility; Offer products forms which are to the customer's satisfactory. Perfect the service of goods and develop the new products. In price: Seeber must lower costs further to enlarge the profit space; Produce the difference high-quality with high added value products, take the advanced route, make the key competitiveness , strengthen the negotiation price ability with the completed car factory , thus enhance the independence andflexibility of the price policy.Fourth, implementation and controlling of the marketing strategy. In order to guarantee the implementation of the marketing strategy , Seeder did some adjustment on institutional framework, set up Human Resource Department, R&D department and establish customer information centre especially inside the Department of Commerce and separate the logistics department from the Logistic Department. In addition, the company can establish an unofficial marketing strategy group , its main function is to guarantee a smooth marketing strategy implementation , adjust the strategy according to actual conditions, not only keep the rigidity of the marketing strategy but also give consideration to the elasticity of the marketing strategy.As for human resources , it's important to choose good persons, train good persons, use good persons and keep key staff. The control of personnel should be realized on two aspects: First, the control of individual staff, this is company's naturally existing strength at present, encourage more people to do his job better, and impede the marketing strategy of the company; Second, the control of group, namely restrain the individual, whose behaviors deviating from the norm and value of the group, on the track of the marketing strategy through the other members in the group.As to results controlled, the company should combine the standard of the strategic objective of marketing controlling with staffs' behavior assessment criteria.Concerning the corporate culture, it should strengthen the management of the marketing strategy and corporate culture, keep potential consistency of the marketing strategy and corporate culture and promote the two in coordination with each other.