C Company Jeep Car Business In The Chinese SUV Market Competition Strategy Research

Since the 21st century,the automotive achieve a great progressing with multi-type vehicles,among which,SUV(Sport Utility Vehicle)steps up on the stage of history.SUV is so popular when it comes into the market.It can be the result from the development of automotive technology.Also it's the outcome from people's requirement for life with high quality.Currently,the new defined SUV combines the comfort,stability&perfect appearance from saloon car and the cross-country ability,the broad overview from off-road vehicle,which makes it preferred.Since the development of SUV,all the vehicle enterprises from both national and international,even internet ones,are changing strategy with focusing on the SUV market.As the competition comes,it becomes the target for all the automotive enterprises about how to correctly set the strategy and fulfillment and how to empower the core resources for the competition.The SUV,as the preference for the groups who are planning to purchase their first car or second cars,becomes the main force and the fast growing type to pull the automotive market.According to the data from CAAM,the SUV is increasing by 10 percent in the past 10 years from 4.4%in 2006 up to 31.1%in 2015.Under this situation,company C made a decision to start the localization for Jeep brand.Jeep originated during the Second World War period.As a military vehicle,it was used as a scout car,a carrier vehicle,a varnish and so forth.For its perfect performance during the war,it was preferred and went into people's daily life after the Second World War.Based on the real case of Jeep from company C,we analyze company C's strategy with relative strategy theory and output the relative activities like strategy selection,execution,barrier and the assurance.The tools such as PEST,SWOT,the five-power mode,value chain,IFE,EFE,QSPM are referred.By deep analyzing for the macroscopic environment,field environment and the real status of company C,it comes out the strategy and the planned activities for company C.Also it can be taken as a reference case as strategy management for other enterprises.