Research On Marketing Strategy Of FAWIEC Minivan Product In Peru Market

Though minivan market does not account for a significant proportion in today's automobile market,but it has a stable customer base,many countries and regions demand for minivans irreplaceably as well.As the period of traditional minivan products of Japan and Korea have gradually upgrading and transition to a higher product,Chinese brand minivan occupies a mid and low class in the automobile market,and FAW brand is one of them.FAW brand minivan entered Peru market in 2008,began with low class product to open this market,spread brand,then because of the combination of business,now FAW has already established a contribution relationship with a new importer and begins business normally.But facing new situation and changes in Peru minivan market,FAW is seeking for a suitable marketing strategy for itself.This article mainly shows Peru minivan market structure totally and clearly and marketing situation of FAW brand minivan in Peru market by collecting and sorting objective data of Peru minivan market and Chinese brand minivan product,then conclude some marketing problem such as high price?low sales?unclear position?to be running-in?lack of Place?simplex way of marketing capital of FAW brand.Furthermore,by quoting PEST analysis method,analyze uniqueness of Peru market in terms of Policy?Economy?Society and Technology.By quoting Five Forces Model,show the elements which could affect performance of minivan marketing,and in combination with characteristics of FAW brand minivan,analyze Strengths ?Weaknesses ? Opportunities and Threats of product,totally dissect the marketing performance of FAW brand.Then by making detail product segment of FAW brand minivan,finding that 7-seats and 8-seats minivan are major selling product of FAW brand,also the base of sales every year,then target 8-seats minivan for family use and9(11)-seats minivan for commuting use is the market which should be locked by FAW from demand and sales approaches,finally confirm the position for FAW brand minivan product.At last,for above analysis,making a effective marketing combination strategy to solve the marketing problem of FAW brand minivan product in Peru market.It is based on 4P theory,for Product,make more local required equipment,decrease low demand product,establish enough spare parts stock;for Price,pricing according to different product,discount for batch purchase,make a channel for marketing capital entering;for Place,follow advantage brand,strengthen training of importer and distributors team,operate business under standard regulation;for Promotion,precisely deliver advertisement to customers for every minivan model,improve the consumption experience,extend after-sales service strategy.To make sure this combination strategy could be operated successfully,advice FAW and importer work together on manpower ? capital and other resources,making full guarantee for this strategy from each other standing,and finally let this combination strategy go uniformly and consistently.