The Study Of The Marketing Strategy Of C Company At Tractor Industry

Trucks entered into the perspective of Chinese people before the foundation of the P.R.C.Either during the war or later during the economic construction period of the country,trucks of various types played an important role in all walks of life.However,at that time there were only medium and light duty trucks.There were no heavy duty trucks dedicated for civil purposes,not to mention tractors.Starting from 1990 s,the Chinese truck market began its segmentation p rocess.Heavy duty truck segment witnessed a remarkable development.All kinds of heavy duty trucks came into being,out of which a big portion are heavy duty tractors.In 2000 s,the Chinese economy witnessed a rapid growth.Recently the economy enters a n ew phase of a stable development.Meanwhile,the technologies of tractors are becoming more amd more advanced and mature.Under the current technological framework,it is difficult to achieve major technological break-through.Instead,only minor improvement in R&D and technological upgrade within a limited area can be achieved.As a result,the market competition for tractors is becoming increasingly homogenous and fierce.Tractors made by all OEMs are more or less the same in terms of design concept,exte rior feature,key components and so on.Nowadays the competition lies only in minor differentiations in exterior feature,vehicle performance,and certain components.For example,wheel end,which is a subject matter in this dissertation,is commonly regar ded as a high-end component for tractors.Whether equiped with a high-end wheel end can be a clear indication to judge if a tractor is a high-end one or not.In this dissertation,through a detailed introduction of the competition status of the wheel end produced by Company C and a thorough analysis of the strength & weakness of Company C,the author suggests that Company C should define a rational market position,adopt a clear competition strategy namely “Value Chain Priority”,focus on product strategy,rely on successful testing & verification experiences of key customers,utilize company resources in a comprehensive manner,make use of multiple marketing methods,develop competitive strategies based on product features and advantages over competitors,so as to increase market share of the wheel end produced by Company C and ultimately enhance competitiveness and market position of Company C in the Chinese tractor market.