| Abstract:Individual dealers are the essential elements of automotive components malls in China. An individual dealer is a small company that sells automotive accessories. It purchases the products from superior dealers or manufacturers, then sell them in its own retail network. This mode significantly expands the circulation channel for automotive components, and provides inexpensive automotive parts and convinient service to domestic customers. It is a competitive alternative to large garages or4S centers (Sale, Separate, Service, Survey).This essay introduces the case study for K company. It compares the business performace of K before and after it adjusted the sale strategy, thus justifies the theory of Positioning. Due to the rapid development of automotive industry in China, the market of automotive components is greatly grown. However, the larger market results in intenser competitions, hence the difficult environment for small companies. Under this circumstance, the development of an individual dealer always stagnates after it achieves a certain sale scale. K company overcome this difficulty by applying the theory of Positioning. The appropriate adjustment of the products mix helps the company raises the profit and improves its business performance. |
PDF Full Text Request