Studies On Marketing Strategies Of HCL Company Of China

After several years quick development, In2010, China commercial vehicle product has reached the peak, annual sales volume was4.30million units with the growth rate of29.9%, in which truck sales was3.8million unit at30.47%growth and bus sales443thousand units at25.14%, China had been the biggest commercial market with highest growth rate in the world. Meanwhile, more and more foreign and local suppliers enter into components market of CV, and the competition become fiercer. How do the foreigner companies find the right marketing strategies to survive and win in CV market? This paper gives some proposal based on the study of HCL marketing activities.This paper focus on marketing management system of HCL, Firstly,, the paper examines current environment situation of marketing system and the predicaments faced by the company, further analyzes the current status, the issues and the reasons in marketing management system of the company, figures out the improvement measures and strategy solution and also suggests that the company should adopt turning strategy basing on analysis and evaluation not only of strength and weakness but also of opportunities and threats with SWOT model. Secondly, bases on the target marketing core technology of STP analysis (segmentation, targeting, positioning) towards the company’s product-market analysis, provides4Ps marketing mix strategies for the products manufactured by the company. After analyzing the existing product portfolio with the BCG matrix, this paper proposes that it would be necessary for the company to adjust the structure of products, and to improve technology and quality of question-marks-products, and to reduce the production cost, and to make them become stars-products by spread propaganda, on the other hand, to eliminate dogs-products by reduction of capital into them, in order to make them gradually quit the market.Finally, work out the whole scheme of marketing management and how to control the implement and its importance.This study of the marketing strategies for HCL Company would provide a constructive and meaningful reference in marketing management improvement and product competitive ability promoting of other foreign company in China.