Mann Hummel Passenger Car Filter Market Positioning Research

Since21st century, China auto sales get into the sustained rapid growth period,16.28million passenger car sales in2012,which is expected to reach16.8million in2013. Car sales growth will inevitably lead to the growth of the auto parts demands. With the growth of the auto parts market, more and more competitors will enter into this market, so the competition will become more and more serious. The auto parts enterprises need to do sef-analysis so as to carry out an accurate market positioning and make out an effective marketing strategy to deal with market changesThis thesis regards Mann Hummel passenger car filters market as the research object. Based on the study of the external market environment, industry competition, development trend, internal competitiveness and main competitors, Mann Hummel company’s competitive advantage is defined; On the basis of the theory of target marketing, analyzed filters especially passenger car filters market demand and customer in detail, then identified Mann Hummel company target market; Finally combining with the positioning theory, the authur study and define Mann Hummel passenger car filter in the target market of the product positioning and market positioning strategy analysis.The research of this paper follows the theory with practice, the principle of combining qualitative analysis and quantitative analysis. In the process of analyzing the external environment, via Michael Porter’s five force model the author analyzed filter product industry competitors, potential competitors, suppliers, customers in detail. Then it is concluded that domestic filter products market competition is becoming more and more fierce, and found that differentiation is exist in passenger car filter market competition.Internal competition ability is analyzed by using the SWOT model,such as the Mann Hummel company’s strength, weaknesse, opportunitie and threats in market competition, Then determine its advantage in passenger car filter market.In the target market selection, creatively using grey relational analysis method combining the quantitative analysis of dynamic fuzzy clustering method, so as to determine the target market as the European brand car companies, American brand car companies and Chinese brand car companies.When come to Mann Hummel passenger car filter market positioning, combined with the investigation and analysis results, the Mann Hummel passenger car filter market positioning strategy is defined. And provide product, price, service, promotion (Communication)4aspects of Mann Hummel marketing strategy in cope with Mann Hummel target market positioning.