Reseach On How To Optimize The Marketing Strategy Of JF Auto Spare Parts Company

In recent years, along with the fast development of the auto industry and the growing need of the domestic auto market, the number of using cars grows rapidly in China. As a result, the auto spare parts industry is growing dramatically. JF Auto Spare Parts Co., a local invested auto spare part manufacturing company which was founded in 1988, is facing a new chance of development. But despite of the developing opportunity, JF Auto Spare Parts Co. encountered a lot of problem in its marketing strategy due to the big change of market situation and lack of in time internal revolution. The growth rate of sales turnover dropped from 16.8% in 2010 to 11.8% in 2014. So the sales target cannot be met and market share remains undeveloped. The sales channel is facing a lot chanllege. Expense for R&D is restricted. The substainable development of the Company is threatened by above factors. According to the research, the main reasons which leads to the drop down of sales turnover are:lack of technical skills of sales forces; undiversified products; lack of improvement in sales channel; unsufficient support for marketing. This paper thesis adopted PEST analysis method to analyze the political, economic, technological and social environment; it adopted Michael Porter’s Five Forces Model to analyze the industrial environment of JF Auto Spare Parts Co.; together with SWOT analysis method, it provides JF Company some suggestions to optimize its markeing strategy, which include reinforcing sales force; optimizing the product lines, innovation of sales channel and improving the supporting system of marketing. Based on the above analysis, JF Company need to make use of its strength and the outside opportunity and proactively optimize the marketing strategy in order to get the advantage of differentiation competition and stable growth of business. This paper thesis provides JF Company of the optimizing method of marketing strategy improvement and provides theoretical support of marketing strategy management. It also promotes the marketing innovation of JF Company. It helps JF Company to explore more sales channel and grow its business sustainably. It is also helpful for other similar company in the auto spare parts company.