D Company's Air Filter Product Sales& Marketing Strategy Study

D company is world leading filtration company and takes leading position in its home market(North America).It achieved significant growth after it came to China market in 1990 s,and continually provide high performance product and excellent service to Chinese customers.The Ultraweb? technology that D company used is very high advantage technology in the market global wide,it wins excellent reputation in western market with great market share.But it still does not meet the expectation after over 20 years development in China.There is not dominate players in the filter market,meanwhile the competition is quite severe.Beside that,comparing with traditional product,D company's price is higher than competitors.It takes time for domestic users to accept the new designed air filter,and also the domestic truck drivers need to be trained to understand PowerCore's maintenance and method.In the same time,to protect the aftermarket share when first fit installed air filter is also a challenge,etc.The paper is trying to study the background according to D company's sales & marketing status global wide and in China with 4Ps and STP analysis,analyze root cause internally and externally,with the overall marketing situation,to investigate D company's future development strategy in China.And also,hopefully,the paper study can contribute to the air filter industry improvement.