Research Of The Market Development Strategy Of The Company A Regarding 48V System

The production volume for light vehicle is 28.1 mil.and selling volume is also over 28 mil.cars in China market in 2016,and it is the No.1 market in the world for light vehicles.And China government has published very clear to support NEV industry,also the timeline regarding stopping selling traditional engine vehicles is in investigation phase which means development for NEV including pure EV and PHEV has already been addressed as corporate strategy by all vehicle OEMs.Meanwhile the related technology and market development is also important corporate strategy for components suppliers.48V system is one of important product portfolio in business unit NEV of corporate A,and this system is very efficient solution to reduce fuel consumption to the vehicles equipped traditional engine.So that all OEMs in China will select this 48 V system to match national regulation when the pure EV is development.Corporate A is an international company which headquarter locates in Europe and set up production base and R&D Center over 30 countries with over tens of billion Euro sales revenue.The BU NEV of corporate A has to do very clear analysis to internal and external environment and self-evaluation to set up market strategy to win the market share.The objective of the thesis is development strategy of 48 V system of BU NEV corporate A to China market.After analysis to environment,competition and product with kinds of tooling such as SWOT and define the strategic target,solution and business case,also address the methods to reach the target.