The Research On The Marketing Strategy Of Sany Heavy Machine Co., Ltd.

Under the stimulus of the sustained development of society and economy,China’s transportation has become increasingly prosperous, and this has boosted thedevelopment of China’s domestic excavator industry. Meanwhile, the nationalpolicies which conducive to the development of the industry have expanded themarket demand of excavators. Chinese excavator manufacturers keep increasingtheir investment as well as introducing and absorbing the foreign advancedtechnology; at the same time, international behemoths have entered Chinese marketin succession. All of these led an intensified competition in China’s excavatorindustry and changed the market pattern. In recent years, the sales and market shareof Sany excavator have made a significant increase; however, Sany’s existingmarketing system is hindering the development, especially when facing the pooreconomic situation. Therefore, it is necessary and meaningful to design a newmarketing strategy for Sany.The main research methods used by this essay include interviewing, case stating,integrating theory with practice, combining qualitative research to quantitativeresearch etc. First of all, summarized the marketing theory; then researched themacroeconomic and industry environment by using PEST and Porter Five ForcesModel analysis; through enterprises’ internal environmental analysis, understandingof the company’s resource condition; understanding of the company’s strengths andweaknesses as well as opportunities and threats of Sany excavator by the SWOTanalysis, described the marketing strategies for Sany excavator. Finally, the essaybrought forward the supporting measures of the strategy implementation from theperspective of organizational structure, technical support, funding, productionsystem integration, human resource and system construction.This essay is a summary of the author’s work experience, so it is well-combinedto marketing practice. We hope it can provide some inspiration to the marketingperformance of Sany’s excavator and assist Sany in achieving its strategic target.This essay may help excavator manufacturers to get a much clearer understanding ofthe industry status and the internal and external environment, so that they canquickly adjust their marketing strategy, properly formulate marketing strategy andtactics, and seize the opportunity. We hope this essay can also provide reference for other domestic excavators manufactures.