Study On Marketing Mix Strategy Of CHC Co., Ltd.

China to became one member of WTO many years ago, Chinese automotive industry (include supply chain) grow up so quickly in these years. Sales market grow up rapidly, the raw material manufacture industry be improved afterwards. According to the statistics, internal auto parts manufacturing industry achieve gross value of industrial output 1.2 trillion yuan in 2010, an increase of 28% over 2009, the number of China automotive parts manufacturing corporation raised to 10788. Automotive parts manufacture industry has a huge potential growth, but the market competition will become more serious. Because each auto factories often request the supplies provide much better products and service with limited cost for catch much more sales markets.For auto parts manufacturing corporations, effective marketing strategies are helpful to meet the dynamic requirement which requested by different customers. The company's marketing strategy is one of the most important topics for the company to expand market, to ensure the company achieve continuous improvement and develop stably. So, let's say how to achieve above target by design platform products or any other marketing strategies is very important.CHC is a company based on Japanese corporation HIROTEC investment, focus on the manufacturing of automotive exhaust systems. As the specified supplier for Mazda corporation, provide products for FAW-Mazda on 2007. With the M2 J61 models and its derived models start of production, the volume of business is expanding day by day. Currently, CHC has monopolized the FAW CAR exhaust manifold market. Nearly two years, CHC company sales trend is not good, it need to open up a broad market for ensure the economic benefits, improve the company in the Chinese auto parts market share. In the competitive environment, many strong competitors already share the market with high percentage, how to develop the market effectively and how to expanding the company's market share, is the main mission studied in this thesis. This thesis introduces the basic situation of automotive exhaust system industry, make SWOT analysis by the company's external environment, current status, resources and stakeholder expectations. And make analysis for how to choose the target market, make analysis for how to seize the B level car market and other local customers which already shared by other competitors. Through feasible marketing plan, define product strategy, price strategy and channel strategy, sales strategy, to ensure the company's products and services in the Chinese market development achieve continuous improvement.Hope this thesis can share ideas with CHC company, share ideas about the marketing strategy definition, design products based on platform, build and increase company competitiveness, for develop a broader market, expanding the company's market share, ensure get sustained and stable development in future.