Development Strategy Report Of ZNA Co.,Ltd.

The demand for cars in China keeps growing since 21 th century along with China had high speed growth of economy.The development situation of car sales is good as a whole.The needs for commercial vehicle have been consistent growth and the competition is more reasonable.ZNA is an automobile company that built by DFM and NISSAN,and is defined the base of commercial vehicle.After joined the DFM,ZNA explored the growth way of two brands by use the model platforms and resources,and keeps on the diversity.ZNA's sales volume increased from 20,000 to 100,000,and realized the optimization of resources and customer value.On the contrary of the highspeed growth of whole cars market,ZNA's sales volume decreased from 2015.The main product of ZNA holds a low market share,and ZNA keeps its loss.This paper expounds the development environment of China's automobile market,and briefly analyzed the Potter five force model of automobile market and the trend of growth.This paper uses SWOT method to analyze the strength and so on of ZNA.It chooses the development strategy of ZNA in the future: build the Independent brand strategy and NISSAN brand strategy base on the two brands,gain the market competitiveness by build up advantages of manufacture and quality,follow the future trends of develop the new energy vehicle,at the same time expand the overseas sales business.To ensure the Implementation of the development strategy,this paper comes up with eight measures: To do a good job in product planning,ZNA should establish a good commodity planning and R&D system,build a manufacturing and quality control system with good quality,build an efficient and convenient logistics system,improve product market competitiveness and profit margin by constantly reducing costs,and build a marketing system based on key customers and retail customers to promote sales volume,do a good job of automobile after-sales service to improve customer satisfaction,stabilize the company team to continue to attract high-end talent to join,and build a good corporate culture.Through the choice and implementation of the above development strategies,this paper promots the development of ZNA.