Research Of Marketing Strategy Optimization In Egypt For Chery Automobile Co.,Ltd

China vehicle brands have increased investment in product development,manufacturing,quality improvement and others in recent years,China car products have made great progress such as Chery,the Great Wall,Geely and Lifan,and more and more customers feel confidence of China brand models.Meanwhile,China vehicle company start to pay more attention on exports.The main theory in this report are international marketing theory and STP theory,and in the full text to 6P marketing method for the analysis of the main line,focusing on the Chery Automobile Marketing Strategy in Egypt,to get the corresponding optimization suggestions.The logic of the report is:In the first part are basic on the background of the report and to introduce the purpose as well as the significance of the text,clarify the value of the research topic;The second part mainly introduces the basic theory andanalytical method of international marketing used in the process of writing.Using the basic method of international marketing(6P)analysis;The third part focuses on the internal causes of Chery Automobile:the stage of the enterprise and the review of the Egyptian market management,and briefly summarizes the advantages and disadvantages of the current marketing situation in Egypt;The fourth part focuses on the external factors,Chery Automobile Marketing Environment Analysis in Egypt.This part explains the Egyptian market’s macro environment,describes the Egyptian political environment,the economic environment,the social environment,the technical environment four aspects characteristic,at the same time,also analyzes the Egyptian automobile profession in detail,introduced the Egyptian automobile industry overall situation,And one by one analysis of the various market segments and sales of different brands of sales rankings.Finally,it summarizes the characteristics of Egyptian automobile consumption:car consumption habits of serious differentiation,consumer rights awareness strong,middle and low car consumption,product performance,configuration requirements of individuality prominent,consumers of second-hand car to accept a higher degree;In the fifth part,the author analyzes the present situation and problems of Chery Automobile’smarketing strategy in Egypt.This part begins with the problems of marketing control mode,and points out the efficiency of marketing organization and the culture conflict of marketing organization.At the same time,the 6P analysis logic is used to analyze the present situation and existing problems of product portfolio strategy,product switching strategy,product price strategy,channel strategy and existing problems,promotion strategy status and existing problems.In addition,as the most important factors for international marketing,this chapter also added Chery Automobile in the Egyptian market after-sales service strategy status and problems;The sixth part is the core of the full text of the chapter,according to the preceding analysis,this chapter,The results of the five parts are as follows:from the aspects of marketing control mode strategy,product mix and switching strategy,product price strategy,channel expansion and management strategy,promotion strategy,public relationship strategy,political power strategy and after-sales service strategy,the paper concludes the strategies which should be implemented or optimized for Chery Automobile in Egypt Module.Through the full text of the analysis,we can draw the following important conclusions,namely:To enter the Egyptian market,it is necessary to determine a good marketing control mode,given the current situation in the Egyptian market,using local assembly(CKD,complete knock-down)plus vehicle exports(CBU,complete build-up unit)is the best choice.Product portfolio strategy formulation,the need for their own product layout,select 1.6L to target the market,at the same time,need to increase investment in small and medium sized SUV market.Product pricing strategy needs to combine the company’s own brand of premium capabilities,not blindly increase or blindly to low-cost market share,the need for detailed analysis of competing products,to take the corresponding price strategy.Channel strategy development,the need to fully consider the profit and loss balance of each network capacity,the number of outlets in the pursuit of the same time,we must increase the quality of the network to enhance and strengthen management and control.Promotion strategy implementation,in direct proportion to enterprise investment,in the implementation of promotional strategies,the need to fully communicate with local partners,not blindly increase the product category of promotional investment,while ignoring the brand level of promotional investment;Finally,as the short-board of all Chinese car brands,in the development of the Egyptian marketing strategy,we must regard after-sales service strategy ’as a top priority,from spare parts supply,after-sales network construction,to after-All-round to be improved,so as to gradually enhance the "Made in China" the traditional impression.This report summarizes the Chery Automobile market in Egypt for many years of operating experience,analysis of the various marketing module optimization strategy,hoping it can provide some reference for other Chinese brands.