Research On Marketing Strategy Of Brilliance H530in Saudi Arabia

With more and more important position China is playing at this moment in the world economic globalization process, Chinese Auto industry which is similar with other commodities made in China is more and more visible in the world. More and more China auto manufacturers start to draw attention from overseas markets and expand the market share through the business of whole vehicle exporting even building overseas plants. On the other hand, with the Chinese market development change back to normal increasing speed, the overall surplus automotive production capacity followed by higher market demand has become one of the Chinese automotive market characteristics. However, each automotive manufacturer transfer to develop international market one after another in order to make use of individual over-capacity to avoid being out of the game in the intense competition.In the focused exporting market from overseas, there is no local automotive industry or automotive industry is weak in the countries such as Middle East, Africa and Mid-South America which is also the typical demanding market for the Chinese automotive brand in which Saudi Arabia is the typical market. With reference to some marketing strategy theories and the analysis of Saudi market and the features of Brilliance H530, this article tries to set up the most suitable marketing strategy for its development.The reference marketing theories in this article include marketing strategy, PEST model theory on macro-environment analysis, Porter5strength model theory on industry-environment analysis, SWOT model theory on environment analysis, STP theory on segmentary market, target market and market positioning,4P theory on market strategy. With discretion of the detailed feature of Saudi market, and using the relative theories on it, this article analyses the macro environment, industry environment and micro environment of Brilliance H530, and then conclude its SWOT model. On the other hand, after defining the market segments on Saudi auto market, targeting the Brilliance H530segment, based on the SWOT situation, real Saudi market conditions and the goal of market strategy, this article confirmed the market positioning of Brilliance H530. On the basis of detailed analysis of STP of H530, we set up the most suitable4P strategy for it, and suggest some necessary steps to confirm the strategy works.In the completely competitive Mid-east country, the Saudi Arabia is the biggest market and the development is much mature, so this paper is aiming to research the Brilliance H530marketing strategy which will have the great significance for the whole Mid-east market strategy.