| After more than a hundred of development,the global automotive industry has reached a stage of stable development.Automotive industry has made great contributions to the world’s economic development.It is currently one of the largest industries in the world as well as one of the most importance industries.Established after the founding of People Republic of China,Chinese automobile industry has developed rapidly.After nearly 70 years of development,China has now become the world’s largest automobile market,with the world’s largest production and sales volume for ten consecutive years.With the development of China’s economy,domestic infrastructure investment has slowed down,and logistics efficiency has improved.The automobile market in China has begun to show downward trends,competition in the automobile market is becoming increasingly fierce as well.China’s advancement in the world economic system enabled domestic automotive companies to seize the opportunity and breakthroughs in overseas markets.Although China has the largest automobile market,but Chinese automobile industry is not on the world’s leading position.China’s automobile brands were being considered as low technology and weak quality,comparing with European,American and Japanese competitors,there still has a noticeable gap.The main overseas market of domestic automobile manufacturers are developing countries and regions,such as Asia,Africa,and Latin America,yet developed countries and regions have not formed a large scale.In the future,global automotive market competition will become increasingly fierce.Low-cost strategies in developing countries leads to poor profitability,early access to the high-end market is a permanent solution.ZQ is a leading company in China’s heavy-duty truck industry.After 15 years of largest heavy truck exporter in China,it has not been able to sell trucks the high-end market.Realizing this problem,ZQ plans to enter the European market.In this paper,take ZQ for the study,analyze its existing product portfolio,marketing environment,marketing strategy,and suggest strategic methods of entering European market step by step.After learning the basics of marketing theory,this paper took PESTEL analysis on ZQ’s market target--the European truck market.ZQ has not yet entered this market,so it is important to elaborate and explain the requirements and conditions for entering the market.After that,the paper used SWOT analyzes to find out the current problems of overseas market,find out advantages and disadvantages,identifies market opportunities and threats.Use STP analysis to find a target market for the entering European market and carry out ZQ’s brand positioning to find the main competitors in the market.Through analysis,ZQ should choose Poland to enter the European market,with analysis of ZQ’s target customers and application scenarios,choose small-fleet users to make breakthroughs.There is relatively little competition in natural gas trucks,which considered as a change to enter the market.This paper conducts a marketing mix for ZQ.It designs the marketing mix from four aspects:product,price,place,and promotion.Use the existing superior product as a fist product to enter the market,then choose product portfolio strategy,furfill product line.Competition-oriented pricing methods is suggested,to entering the market at low price,quickly take market share from competing brands,and then achieve local production in Europe,While reducing costs,improve quality,increase prices,and ensure profitability.Use multiple places to launch products to distributors,key clients,and Chinese-funded institutions.At the same time,the promotion needed as well.Finally,this article proposes some measures to take,ensuring the successful implementation of the strategy in terms of personnel,technology,supply chain,finance and framework arrangement. |
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