The Research And Perfection On Marketing Strategy Of Schaeffler In China Market

This dissertation researches the industrial multinational company's strategy in China market according to contemporary marketing theory.Firstly, the dissertation introduces Schaeffler Group and Schaeffler (China) Co., Ltd ( hereinafter calls 'Schaeffler' ), then analyzes the background under which Schaeffler Group enter China market.Secondly, the dissertation describes the marketing strategy development of Schaeffler which it is divided into two phases. The first phase is from 1978 to 2001. During this phase Schaeffler finished lots of works to research the market and to find the potential sales opportunity. From 2001 Schaeffler started to develop the strategy of business innovation. But due to unformed its mature Chinese marketing strategies in customer positioning, marketing channel and market promotion and so on, Schaeffler encountered a lot of setbacks running on the industrial business by the intensive competition.Then this dissertation aims to probe into a research on the company's internal and external environment which is based on the vast survey in Chinese rolling bearings field and trade circle. After obtaining adequate information, the writer uses SWOT analysis tools to compare and analyze company's strengths, weaknesses, opportunities and threats so as to find out favorable marketing conditions. In this section, the Internal Factor Analysis System (IFAS) and External Factor Analysis System (EFAS) are adopted. Advanced technology and wild product variety as well as Schaeffler have always been competitive. But rapidly increasing domestic demand and without grasping the development opportunity, the competitor holds more of market share in the domestic bearings field.Based on the above analysis and market segmenting in bearngs field, the subdivided markets are founded with penetrating the entered business, developing the heavy industry business and exploiting the potential business. Finally different marketing strategies are suggested under the guidance of the classical marketing theory - 5Ps, Products is the compounding between with brand and product; Price is the elasticity of Schaeffler prices system together with product and brand; Place is the multichannel marketing network pattern; Promotion is the 'push' mixed sales promotion model; and restructuring the human resource management system.