Research On Marketing Strategy Of Industrial Bearing Based On Sales Forecasting

With the changing era of global market, the marketing ability has been and will be leading more important role than ever. In order to make better performance and keep constant development, as an enterprise, the marketing strategy must be made accurately by meeting the need. One of the most important role of the enterprise strategy is scientific forecasting, which is the presuppose and basement of marketing strategy. The bearings selling has been known as selling fixed producing, which limited the industry development by overstocking storage,broken producing and distribution chain, and under pricing problems. Therefore,the bearing enterprises are in great need of making scientific selling forecasting to make the marketing target.The thesis, firstly, make the analysis and study to the sale forecasting based on the research status at home and abroad, and discuss the affecting factors of sales forecasting; Secondly, the paper discuss the bearing industry, declared the developing trend of environment and future; Thirdly, founding the bearing industry sales forecasting module for comparing and selecting, in order to ensure the proper sale forecasting method for industrial bearings; At last, considering the realities of Schaeffler company, based on the sale forecasting, researching and analysis,make a conclusion of updated and fixed sales strategy of Schaeffler industry bearing company.Research showed, the sales forecasting of the Schaeffler industrial bearing company in 2016 is 460M Euro, with the average annual increase of around 5%.According to the sales performance in 2015 with 433M Euro, the 2016 sales target is made as 480M Euro. In order to achieve it, the paper introduced 11Ps sales target and made some suggestions towards the sales, purchasing,producing and the establishing of sales forecasting system. Only in this way, can the competition and management improvement be increased in the near future.