A Marketing Strategy Analysis On Caterpillar In Yunnan Excavator Market

As a rapidly emerging market, along with the steady growth of national construction, excavator market is booming and becoming the mainstream of constructional machinery market in recent years.During the past decades, excavator market has been experiencing huge changes from government control to free trade market, from fully outside import to self-research and development market, from technological dependence to technological innovation market. And today, it is gradually building up a monopolistic competition market structure with multi-brands, multi-cultures, multi-products and multi-technologies co-existing.It is such a motivating market environment that makes Caterpillar, the world's largest construction machinery manufacturer and one of companies first serving China, face both opportunities and challenges, as well as suffer the pressure from losing technological advantages gradually. It is such a moving market that makes CAT urgently to search for a deeper analysis and research of it and to bring up a new marketing strategy to improve its passive position.Based on this need, this paper, targeting on Yunnan excavator market and according to the finding out from in-depth market analysis, is to analyze Caterpillar marketing strategies under conditions of monopolistic competition by means of quantitative analysis (linear regression analysis), data comparison and summary. It finally will deliver a set of methodology of marketing strategy analysis, as well as a specific statistical marketing model with detail marketing strategies, which will provide an objective and scientific reference for Caterpillar to process marketing decision and, at the same time, a useful method for other areas of marketing strategy research.