Marketing Strategy For Philips Automotive Lighting Company

China is the biggest motorcycle production base of the world, there are above 50 percentage of output of motorcycle were produced by Chinese manufacturer. China also is the biggest motorcycle consumes market in the world in where the capacity of motorcycle account for one thousand and a half million a year. With a series of policies were implemented, Chinese motorcycle market are transferring from cities to small town and rural area. By the end of 2005, the amount of private-owned motorcycle is 80million. If one motorbike was changed one motorbike bulb every year, there are big needs for motorcycle bulbs in motorcycle maintenance market. Motorcycle maintenance market isn't a mature market for price is the decisive factor when consumer bought it. There are three automotive lighting manufacturers taken big share of the market, Foshan lighting, Osram and Jiangsu Chenyang Company. As characteristics of motorcycle user, we split the market into three-segment market: commuter, courier and motorcycle transporter.Philips is one of the biggest lighting producers in the world.,quality and brand of Philips motorcycle bulbs are beyond the average of industry, but the disadvantage of variety and distribution is evident. Philips wants to develop motorcycle lighting after-market, the first thing is to analyze market needs and competitor, then do market positioning and products strategy and product pricing, after this the company need to design distribution channel and promotion tactics.