The Research Of A Brand Certificated Used Car Sales And Marketing

China has become the biggest automobile market all over the world with annual sales volume of near 25 million units’ passenger vehicles.Till the end of 2017,the car parc in China have reached 209 million units.The total transaction volume of used car was 12.4 million units in 2017.However,China’s used car market has not developed to the corresponding size compared with automobile market out of China,which indicates that it will be a potential enormous market.According to the prediction by authorities,the deal scale of China’s used car market will reach 1000 billon.E-Commerce,automobile manufacturers,broker,and even auction companies are getting involved in this competition with the intention to lead the market.A company is one of the biggest joint-venture automobile manufacturers in China,with 18 million units of accumulated sales volume of new vehicle.The automobile brands in A company have good reputation in China.Most of customers appreciate its good quality.Four years ago A brand launched certificated used car business,while by now it is still in developing with 0.8% trade volume of the annual sales volume of new vehicle.Considering its strategic meaning for new vehicle sales and value preservation rate and development opportunities,A company should adjust its sales and marketing strategy to meet the challenge and seize the opportunities.This thesis focused on the current sales and marketing firstly with the finding that the used car supply is insufficient and customer service need to be improved,which mainly caused by the decentralization of resource allocation,dependence on dealers and insufficiency of marketing expense on online service and customer management.Therefore KPI and main challenge,core resources and key capabilities were analyzed,aiming to find solutions from inside.In the next part this thesis analyzed from outside,that is current macro environment through PEST analysis tool and meanwhile the competition environment with Michael Porter’s Five Forces Model,to find the opportunities and threats.After that,this thesis compared the business cases out of China,to inspire A brand certificated used car and even whole used car market in China.Based on the internal and external environment analysis this thesis made SWOT analysis,gave suggestions on sales and marketing strategy with STP theory and 4P tactics including: focus on the 3-tier cities and urban sub-market in East,Central and West China regions.Target on new immigrant groups.Highlight “Professional,Convenient” as selling point through classification system.Get more high-quality used car source through raising customer’s willingness to update their cars and developing financial leasing business and fleet customer buy-back cooperation.Benchmark with new car service.Strength guidance and management on dealers’ pricing to ensure the price transparent and fair.Develop full-function dealer selectively.Make full use of online information function.Strengthen promotion in store.Hold more online and offline activities etc.This thesis aims to give solution for the development of A brand certificated used car through research and analysis from the perspective of sales and marketing.At the same time,it also provides a reference for enterprises with similar problems.