Antelope Car Marketing Strategy Research

Chang'an -Suzuki Co. Ltd. is a joint venture which invested by Chongqing Chang'an company and Japan Suzuki Co. Ltd. This company is good at the production of mini-bus and economic sedan. It's main produce are Aotuo and Lingyang sedan. Swift, the brand which being put to the international market in 2000, exposes some marketing problems that slow down the revenue after several years sales. In 2002 and 2003, Chang'an-Suzuki faces the never-met opportunities and threats under the domestic booming environments. So it should rebuild its marketing work.This article analyzes and forecasts the situation and the future, makes deeply contrasts between consumers and competitors, lists the key competing factors, finds the gap and sets marketing strategies and tactics from the analysis of macro-environment. There are five parts in this text. The first part puts forward the problem after the introduction of Chang'an-Suzuki's condition. The second part analyzes the developing trend of the outside macro-environment and the domestic and foreign sedan industry. The third part studies the demand and purchasing behavior of the consumers. The fourth part analyzes the main competitors, finds own advantages and disadvantages and then the gap. The five part set out the marketing strategies and tactics after the upward analysis. The last part draws the conclusion.The research point of this text has some value to the competition of domestic sedan industry and the Lingyang sedan's marketing work.