Pm Parts Sales Strategy

With the ever-increasing fast pace of China's entry the WTO, foreign funded companies echo Chinese economy with FDI in China. There are, however, some challenge facing foreign funded companies, such as how to expand Chinese market and formulate the suitable market strategy consisting with Chinese economy context, and then grasp the market opportunities and conduct the risk management by employing their market edge. PUTZMEISTER, established in 1996, has long kwon for its efforts on promoting pump truck and its large spare parts market shares. Now, it is undergoing the challenge of expanding markets shares and grasping the market opportunities in China. Author of this paper is going to give answers of these management issues.The academic framework is as followings: market analysis and market segment, sale channel and industry value chain analysis, dealer management, customer satisfaction and retention, and quality offered by manufacture and perceived by customer.This paper consists of four parts. Firstly, through SWOT analysis, we come out strategy of excellent ratio of products quality versus the performance combined with mixed dealer model of direct sales and sales agent, since the external opportunities overweight its risks. Secondly, in order to solve some challenges facing PM, we analysis the relationship between the customer re-purchase behavior and customer satisfactions. Thirdly, based on this customer study, we proposal the market solution of meeting customer perceived quality with high quality of products and after sales services. Finally, this paper present the action planning of expanding profit margin, which includes issues of market promotion and segment, logistics assistance, innovation of new products, customer retention.