Chongqing DX Auto Parts Industry Co.,Ltd’s Marketing Strategy Design

DX company is a auto parts suppliers that provide axle parts to the heavy-duty vehiclemanufacturers and belongs to heavy axle industry.With the development of China’s marketeconomy,thefierce competition andthe internal system problems of DX company,DX hasaccumulated more and more problems thaturgently need a effective marketing strategiesfor development.Based on the analysis of DX company’s industry and related industries,such as heavy-duty automobile industry and auto parts industry, the basic characteristicsofheavy-duty axles Industry be summarized as dual-user Operating demand, customertransactions internalization, demand-oriented business model, hidden sales channel system,namely heavy axle enterprise’s sales channel system are implicit in the customerenterprise’s sales channels, modular and systematic supply system. The periodiccharacteristics of heavy-duty axles Industry be summarized as the separation ofPartssuppliers and car manufacturers, the fast enter speed of foreign capital, slow growth, thefierce competition, weak technical capacity, namely heavy axle parts enterprisessignificantly behind R&D capabilities, industry consolidation has accelerated noticeably.DX company’s problem in this period is that the ability of technology research cannotmeet the needs of enterprise development, except in the area of special vehicle axle. DXcompany has not achieved the "simultaneous engineering"with client companies in thetechnology research and production, product quality problems seriously affect thecorporate image, the shortage of production capacity has constrained the company’s rapiddevelopment, the problem of company’s sales cycle hindered the product availability,customer contract compliance rate down to60%and some problems about internalmanagement. By DX Company’s SWOT analysis, that is theopportunities,threats,advantages and disadvantages, the reason why DX company has thisproblem is that unclear marketing strategy target, weak marketing concepts, lack of propermarket positioning and marketing strategy combinations based on the position.For theproblem, the marketing strategy and marketing mix will be designed to help DX get out ofthe problem and some relative advise will be given. Marketing strategy concludes a clearmarketing strategy objectives, market segmentation, target market selection and marketpositioning. Marketing mix includesproduct, price, place and promotion.