Comparative Analysis Of Caterpillar And Sany's Marketing Strategies

Since 2016,the construction machinery industry has once again entered an upward period,and during this period,domestic competition has become increasingly fierce.Among them,Caterpillar has been working in China for more than 40 years,through its good product quality and excellent distribution system,it has maintained a relatively stable profit and market share;while Sany has achieved the highest market share in recent years by reducing costs,continuously improving product technology and distribution systems.This thesis compares the two companies by explaining the macro environment that Caterpillar and Sany face and the marketing strategies they implement.And further through the 4P theory as a research method,it analyzes how Caterpillar becomes the number one international company in the construction machinery industry,goes forward in the low and peak period,and gets a lot of development,and Sany,as an excellent domestic private enterprise,has risen successfully and gradually grown into a compelling global enterprise.Through comparison,we can see Caterpillar's marketing strategy has a profound impact on Sany.Finally,with the deepening of world economic integration,both Caterpillar and Sany will face more opportunities and challenges,and how the two companies position and balance their strengths and weaknesses,how they deal with opportunities and threats in the competition,it will have a profound impact on their subsequent development.With the landing of China's “One Belt,One Road”,Sany,if it can benchmark Caterpillar,fully optimize its marketing strategy,it will become a world-class engineering machinery leader,a world-class brand of all its categories and a real multinational company.