Marketing Study On Great Wall Motors In South Africa Market

In recent years, with the rapid rise of China’s automobile consumption, it drives the development of automobile industry rapidly. The auto industry has become an important part of the GDP growth of our nations. In order to further expand the market, most of self-independent auto brands have to export. In 2014, China exported 947,900 unit vehicles, increasing 1.6% year on year; the vehicle accumulative export amount is $13.788 billion, increasing 14.5% year-on-year. In 2014, China exports 8,685 vehicles to South Africa decreasing 37.8% year on year. Self-independent car’s market shares are being eroded by other brand vehicles and competition is intensifying fierce. However, compared with other brands in the world, the development of Chinese independent brand automobile industry is at primary stage. Brand premium ability and brand awareness is low. Most of self independent automobile brands chose the low-ended regions to export, such as South America, Africa, the Middle East, and Eastern Europe. South Africa is the Africa Continent’s largest car market, which also is a strategic market for self-independent car brand. Although Great Wall Motors is the No. 1 Chinese brand in volume, it is also facing the development bottleneck.Based on the related theory of strategic management and marketing management learned in school, this essay mainly analyzes the marketing strategy of Great Wall Motors in South Africa market. In this essay, the first chapter is introduction, mainly aims at the research background and significance of this paper and the research methods and content. The second chapter is making the introduction of related marketing theories. The third chapter is the analysis of the Great Wall in the South African market’s macro and micro marketing environment and to knowing the Great Wall Motors’ SWOT. The forth chapter is mainly about the STP marketing strategy analysis, to determine the Great Wall marketing strategy in the South African market. The fifth chapter is to making the specific marketing strategy in South Africa Market. The last chapter summarizes this essay.