Engineering Machinery Marketing Strategy Of WTC Company

During the last 100 years' development, Caterpillar Company, which was an engineering machine industry magnate, has already become one of the top 500 enterprises in the world. Caterpillar Company owns a lot of factors in its success. An important one of them is - product selling agency system. With the increasing development of Chinese economy, Caterpillar Company brings its special agent system to China, and WTC becomes one of their agents in China. Through the analysis of the case, which was the engineering machine product of WTC in the thesis, we can much more comprehend the marketing strategy system of the agent in the world engineering machine industry.The case in this article introduced the development process and the complexion of selling Caterpillar's engineering machine products of WTC in China. During 5 years' development in China, WTC grows up to more and more strong. But in the development process, this company meets a lot of problems.In the analysis of the case, the author introduced the characteristics of the agency system of the engineering machine industry, and then analyzed the characteristics of WTC which was an agent of Caterpillar in China. Through the analysis of competition environment and grow up path, WTC adopted difference management strategies in marketing, and used various marketing strategies to generalize the agency products. This article put forward to suitable measures to the problems and difficulties of WTC, namely carrying out different strategies, using the brand advantage image and perfect company inner part management system to strengthen its inner part management, and then making WTC keep on a development ability.