The Marketing Plan Of S Company In Brazil

With the world economic environment weakening,the world tire industry competition intensifies,especially in the Chinese tire industry disorderly competition,small,scattered,chaotic phenomenon to the S company’s sales and profit margins have a significant impact.Facing many difficulties,spending huge sums to the successful acquisition of the world’s top fifth tire companies in group company,S company will become a world-class industrial tire manufacturing enterprises,the company’s marketing strategy has undergone major changes,from the previous dealer sales system gradually to the local sales change.S is the leading enterprise in the domestic construction machinery tire plate industry.The strategic goal of the group is to focus on developing the high profit product series and realize the global localization sales.At present the company looking for pilot countries on six continents,and gradually spread out across the folio soil sales,while Brazil in Latin America’s largest country,rich in natural resources,supporting a number of enterprises,have large market capacity and long-term development potential.Based on the engineering machinery tyre plate of S company as the research object,the bottleneck of the development of the first operating situation,on the future of S planning and facing are discussed,put forward by S company engineering machinery tyre in the local sales of Brazil as an example,through the marketing planning design to find meaningful new marketing methods.Secondly,through the analysis of the macro environment of Brazil market and industry environment and micro environment,find out all the advantages,which include: S company internal management concept,capital,technology,production capacity and product structure;also the disadvantages of S company are summarized,including: brand,cost,marketing,supply chain;in addition to S company in the Brazil market there are many external opportunities,including: changing the policy opportunity of environment,market capacity,consumer perception.Thereare also various threats,including: the political and economic environment,government efficiency,industry competition.Then through the use of SWOT analysis,to find out the strategic focus of S company marketing planning,initially established the implementation of SO as the core of differentiation strategy direction.Then the target market choice,and through the investigation of different channels of customer preference in product,service,price,brand image and communication and loyalty in 5 aspects of the market,S company should determine the brand positioning in the second echelon of the bottom and gradually to the second tier in the development of high-end marketing strategy.Then determine the marketing strategy of S company,the 4PS theory including: product strategy should pay attention to product quality,consistency,product characteristics of individual products etc.,and product mix product line width,length and depth;price strategy should always reflect the value creation as the core,based on the use of different types of customer products species,and the use of different price strategy;channel strategy is to take the customer as the center,to deliver the product value as the goal,the mixed distribution system to channel design;marketing strategy is to take into account the special nature and scope of the audience of the product,and then take from the four aspects of advertising and sales promotion personnel,sales and public relations to build.Finally,in order to ensure the implementation of the marketing plan,the author puts forward the corresponding protection demands from three aspects of the organization,personnel and funds.