Research On Marketing Strategy Of Trumpchi-The Self-Owned Brand Sedan Of GAC

With the rapid development of Chinese automobile industry, the passenger car markets as well as the sedan market segment are reckoned of having a bright future. Particularly, the market segment of self-owned brand sedan is believed to be the next cash cow. In the meantime, however, a lot of obstacles are standing in the way of the Chinese self-owned brands. Since the entry of WTO, the global automotive conglomerates have been enhancing the spending on R & D for the Chinese market and the effort in full spectrum of marketing promotion. The competition in the market place is intensified and the battles among different car brands have been on and on. It is also believed that the most urgent issue for the Chinese self-owned brand manufacturers are how to catch the opportunity and effectively implement marketing tactics, capture more market shares and win more customers.Trumpchi is the first strategic self-innovative sedan product of GAC Group. The first car came down from the factory assembly line on Sep 3,2010 and on Dec 20,2010, Trumpchi was grandly launched on to the market at Hai Xin Sha, the venue in which the opening ceremony of 2010 Asian Game was held. It is said that the corning 5 years are the very opportunity of the development of Chinese automobile industry. Therefore, in order to gain competitive advantage and meet the strategic objective, how to formulate the right marketing strategy is the most important and prioritized task for GAC Group. Also, it is the most needed and meaningful research subject for GAC self-owned brand.This thesis is written up on the logic of raising the question, analyzing the question and answering the question. Using GAC's first self-innovative sedan Trumpchi as the research vehicle, via systematic in-depth analysis in corporate situation, market environment, customer behavior and competitors, and with regard to the sedan market environment and its attributes, it is able to acquire the market position, targeted market segment and the needs of targeted customers for GAC's Trumpchi by comparing the marketing tactics used by the joint-venture brands and other self-owned brands. Subsequently, the market entry tactics for Trumpchi shall be proposed.In the construct of the research, on the basis of comparison and empirical analysis, case studies, interviews with car dealers and questionnaire-base survey were applied in combination of qualitative and quantitative research methods. Furthermore, via analysis in competitors'marketing tactics and study to the lessons from the sales & marketing of the other self-owned brands, the last part of the thesis manifests the redesign of the 5 marketing tactics-brand marketing, product marketing, price marketing, channel marketing and service marketing, so as to propose the suitable marketing tactics for the development of GAC self-innovative brand sedan, Trumpchi.The research outcome of this thesis shall explain the practical usage of the marketing tools for the GAC Motor self-innovative sedan. In the meantime, it is hoped that the outcome will offer referential value to the other automotive manufacturers whose self-owned brands are still being built.