The Target Marketing Of Voith For Cardan Shaft In Chinese Market

Since 1996 the annual steel output of China over 100 million tons it has been top one for consecutive 12 years. Especially after 2003.The growing rate has been getting fast. It reached 489 million tons in 2007 and equals to 34.1% of world steel annual output. The rapid development of iron and steel industry created the market demand of cardan shafts. The Development Policy of Iron and Steel Industry was issued in 2005 by State Development of Reforming Committee in order to eliminate the outdated manufacturing equipment and technology, the large scale iron and steel enterprises started to build the modern hot and cold strip mills, plate mills and seamless pipe mills, which brought many opportunities to cardan shaft industry. With the integrity of the global economy, different kinds of cardan shaft manufacturers, such as foreign, state owned and private manufacturers are competing in Chinese market. and getting more and more intensely. All cardan shaft manufacturers are facing the new development opportunities and threats. Firstly, it is introduced the cardan shaft product and the Voith company in this thesis, the theories of target marketing are reviewed;and the main purpose of target marketing concerning the market situation Voith company faced.Secondly, it is analyzed the external marketing environment of Voith company. mainly in the macro-environment and the micro environment, the market demand and developing trend of cardan shaft, customer status, industry competition. The opportunities and threats Voith company faced are described based on above analysis.Thirdly,. the markets are segmented and the iron and steel industry is chosen as the target market. Through the market re-segmentation and market targeting and analysis of the typical customers and the competitors in order to find the better positioning, the market positioning is decided.. The positioning is focusing on single market and with differentiated tools.