Marketing Plan For Company C In Turkey

The background of this marketing plan is Company C’s construction machinery products in turkish market which the author takes in charge of. According to the experience and market data from the daily marketing work, the author designed this marketing plan by analyzing and considering. This marketing plan include the flowing contents:Company C’s construction machinery products marketing plan background abstract, turkish market PEST analysis, SWOT analysis, Turkish market and competitive analysis,4PS marketing strategy and marketing plan.Company C is the biggest construction machinery manufacture in west of China,it was one of the four earliest construction machinery manufactures in People’s Republic of China. Company C has the product lines of wheel loader,backhoe loader and motor grader, production capacity is around20000units per year. It also designs and produces hydraulic transmissions and wet axles by itself. Company C started to develop overseas market from2005,and set up overseas department officially in2006.The sales quantity increased200%very year in the beginning three years,but decreased to450units/year in the later five years because of the economic crisis in2008. The overseas department of Company C was divided to six areas:Russia market, Europe market, Africa market,Mideast market,North America market and South America market. This marketing plan will take Turkish market in Europe area as example to elaborate the whole process of marketing plan in details.From the macroscopical environment analysis, The government takes the pro-western policies to keep the traditional strategy partner relationship with America and enhance the relationship with European countries in the same time. Turkey started to apply joining in European Union in1987, but got the qualification of candidate country until1999, so all the products sold in Turkish market must have CE certification. In economy, with the increasingly close interaction between Eurasia,Turkey has a great demand for infrastructure,the government anounced that there will be a number of world-class projects starting in next few years,so the next five years Turkish construction machinery market capacity will continue to grow.In social environment, Turkey is a Islamism country, so the social security is very good and people are simple, honest and unspoiled. The fertility rate in these years are 1.35%, there will be95million population in2050, the demographic structure is very young, average age is only29.7years old, this creates a very good condition for Turkish economy development. In technical environment, Turkish government pay much attention to technology research and development, give many support on tax revenue, infrastructure and loan guarantee. So for the PEST analysis, Turkey is suitable for business development in long-term.For the SWOT analysis, Company C has some advantages, such as C started to sell machines in Turkish market in2006, established some market foundation and got some market information after several years developing, also, C has the most popular models in Turkish market and they passed CE certification. For the disadvantages, the sales quantity is very small in this market even though C stared to sell in2006, so there is no brand influence. Compare to other Chinese brand, C has no advantages in price, products and after service, and the most important one, C has no stable distributor in Turkey. For the opportunities, C has been cooperated with CUKUROVA which is the biggest group company in Turkey, this will give strong persuasiveness to the potential customers. Now Turkish market is a blank market for C, and there are some potential customers showed their cooperation interest, it will achieve the sales soon once the sales network is established. For the threats, the products of Company C is not very stable, and after service capacity can’t satisfy the customers requirements. And Turkish market access is very high, C products can’t make good balance on performance and price. Also, it is very hard to get loan from the financial system when customer buy the machines, so most of the distributors give loan to the customers by themselves in long term, it is really a big pressure for the construction machinery distributor.According to the PEST and SWOT analysis, the market strategy in Turkish market for Company C should be:select one distributor which has sales network and after service capacity among the potential customers, then give them financial, parts, training and promotion supports to improve the brand influence and service capacity. For the target market, C should focus on the models of operating weight in17-20T,13-17T, above28T which are used in mine factory, sand factory and infrastructure projects. For the market positioning, the price of CE models from Company C are in the high level in Chinese brands, so C should make the better balance between price and performance to grab the market share from Japanese and Korea brands.For the market analysis, only the CE certificated products can be sold in Turkish market. For Company C, the main competitors are XCMG which is the earliest market pioneer and LIUGONG which is the number one sales in this market now.For the4PS market strategy:about the products, Company C has three models, they are CC935G, CC958G and CC990H.About the price, a lot of distributors complained that the high price gave them big pressure on sales, Company C should show some support by giving multi-step quotation basis on the standard price.About the promotion, there are four popular ways, they are construction machinery exhibition, road show, on trial and magazine advertisement. These four promotion ways can be assembled in different ways according to the market target and period; about the place, C should choose one distributor which has sales network and service capacity to bring up the market, and grow up together.For the action plan, it is all about sales network development and brand promotion, the main targets are bringing up a stable distributor and increasing brand influence in Turkish market. About the sales network development, Company C should improve the after service capacity of the distributor according to free technique training, engineer stationed, parts donation or parts consignment sales. Company C should relieve the financial pressure of the distributor according to Chinese Export Credit Insurance. About the brand promotion, the distributor will take C models to attend ANKMAK construction machinery exhibition, Company C should send the promotion material together with the exhibition machine to the distributor. Road show is another popular promotion ways in Turkey, the distributor has plentiful experience on operation, Company C may share some cost on it. Machine on trial, in order to guarantee the sample machine perform well, Company C should arrange the engineer to follow up in the whole journey and share the risk and cost with the distributor. Magazine advertisement will be put in the most popular and professional magazine MAKINA-MARKET, in order to promote Company C brand.