Research On Product Strategy For M-1 Of JM Auto Company

With the continuous growth of national economy,significant changes have taken place in the consumption structure of residents,Consumer durables,led by automobiles,appeared great growth in recent year.And being largest single market in worldwide when sales volume reached 13 million in 2009.which indicated that china's auto stepped into a period of prosperity,even so,it was accompanied by many challenges actually.First of all,the competitions between enterprises are becoming increasingly fierce,small auto mobile company is going to live more harsher.Secondly,declining growth rate will force auto enterprises to upgrade their business structure,meanwhile,the more stringent EM regulation will bring increasing difficulties on technology upgrading,Finally,they have to develop countermeasures against negative influences on cost control which generated by exhausting of population bonus releasing,exchange rate deteriorating as well as other cost increasing like row material,labor,management fees etc.As a new entrant in the industry with small business-scale,JM auto is facing lots of challenges now like low brand awareness,unsound system,resources constrained etc.so,the most critical issue to JM is to develop special and high quality products to fit customer needs by taking proper strategy and optimizing the utilization of existing resources.Given so,I went for all related aspects from product planning,market positioning through enterprise internal system construction,and finally proposed some practical improvement measures on next generation M-1 developing especially for re-positioning of product and proper price setting by researching of external market environment and analyzing essential issues of existing M-1 product itself,by which it is also supposed to give obvious contributions to enhancing company competitiveness.With all above proper study practices combined with customer survey result,I basically would like to draw following conclusions : #1,JM is going to face real challenges given uncertainty of macro-economy environment and fierce competition of auto industry.#2,It's quite critical to promote an thoroughly product upgrading of M-1 given decline of current one;#3,we need to re-position M-1 by changing the profile and inputting some more amazing elements like luxury,cool and fun-driving etc.;#4,To make product strategy by fitting the new market position;#5,It is required to set the final price by prioritizing the competition circumstances and setting benchmark with key competitors for value and price.For specific,the recommendation price is 170 K RMB through 260 K RMB.In the final section,the policy recommendation generated.