Study On The Developing Strategy Of Wuerth Car Accessory Co.in China

The ground vehicle business in China entered the fast growing phase in the 21st century. Continuously growing number of vehicles in use nurtured the booming of the vehicle accessory business. In December 2009 especially, the momentum of vehicle manufacturing and sales reached the peak of the year, reached all new highs. In 2009, total number of vehicle manufacturing and sales broke 13 million units, achieving the best year-over-year increase. For the first time ever, passenger vehicle manufacturing and sales reached 10 million units, the commercial vehicle sector also performed very well. Obviously, currently the vehicle accessory business is one of the most promising and fastest growing business sectors.Thanks to its prestigious brand names, the cooperations with Mercedes-Benz, BMW and Volkswagen, plus superb quality, strong manufacturing and sales capacities, as well as advanced research, development and creativity, Wuerth becomes the leader of the marketing ideologies. Wuerth brings new ideas and experiences into China's vehicle accessory business. This thesis is accomplished based upon such a background.First, this thesis applied the PEST analysis and Porter's model of the five competitive forces. Through the analysis of the status of Chinese ground vehicle markets and vehicle accessory business, and the business environment of the enterprises, the thesis performed competitive analysis and assessment of the five competitive forces, pointed out the fact that the current vehicle accessory business in China was not well regulated. And with good Sino-Germany relationship, Wuerth has big advantages in developing its business in China. Second, through in-depth investigation, the thesis concluded that Wuerth's core competitive force lied in its advantages in its brands, creativity and services. Third, through creation of the SWOT analysis model of Wuerth's vehicle accessory products and applying QSPM, this thesis confirmed that the most suitable developing strategy in China for Wuerth is the market penetration and transnational strategies. Last, the thesis provided specific suggestions on marketing strategy implementation and control:one, improve the applications of E-Commerce and information management systems; two, conduct reorganization to centralize the distribution of strategic resources; three, establish function centers.Because of the tight timing and my limited knowledge, I sincerely hope that the weaknesses in the collection of the thesis materials and writing would be pointed out, so the thesis can be improved. I certainly hope that the marketing strategy analysis of Wuerth covered by this thesis would bring real meanings for the domestic Chinese vehicle accessory and service businesses.