Competitive Strategy Study Of Chang An Ford Nanjing Company

With the globalization trend of economy, more and more international auto companies entered China market. Great advantages of these leading international auto companies has been built up because of their powerful technology. So how to survive in the industry has been a very important task for local auto companies .The battle in vehicle marketing is more tough than before because more players joined in the market.The profit of the auto producer has been amountly reduced. As a new player in China auto market,the marketing strategy for Chang an Ford ,Nanjing is required to establish very quickly.By analyzing on the macro-economic, society-culture ,technology and nature environment analysis, a bright market of auto industry is expected in China but still with some restraints factors. After auto industry competition environment is studied, the potential opportunity and threats in the economic vehicle market was found. According to marketing investigation, cost,shape and fuel consumption are the most important things to the customers. Afterwards, strength and weakness of the Changan Ford Nanjing Company was analysed with the SWOT tools. Finally,the combined strategy of platform and technical-leading is established.The execution process of the competitive strategy has been distributed in fourth chapter.This thesis did study on the competitive strategy of Changan Ford Nanjing and expected to provide reference to the company building and China local AutoIndustry.