The Research On Marketing Strategy Of Caliper For GT

GT is a company specialized in casting and machining of automotive parts.The main products are diesel engine parts for traditional commercial vehicles.With the promulgation of the timetable of the world’s ban on the sale of fuel-feed passenger cars in many countries around the world,the major commercial vehicle enterprises have also put forward the goal and time plan for the new power of commercial vehicles.The new power generation of commercial vehicles will reduce or even stop the demand for some main products of GT’s existing business.After preliminary market research and communications with existing customers,GT chooses caliper of air disc brake for commercial vehicle as one of the strategic products to maintain stable operation and achieve growth for the future.However,the market development progress and results of caliper are not satisfied,and it is urgent to set up appropriate marketing strategies to promote the market development,to catch market share as soon as possible,and to get business increase finally.Taking the marketing strategies of caliper for GT as the research object,considering the current situation of GT and the existing core issues on current marketing strategies,the thesis will analyze the problems,with the help of related theories and analysis models on marketing and marketing management learnt in the MBA courses,following the process of finding out the issues,analyzing the problems and solving problems,with the analysis models,such as 4P,PEST and SWOT,marketing strategies analysis,etc.,combined with literature analysis and quantitative analysis,and propose appropriate marketing strategies to GT,and list the safeguard measures required to ensure the implements of the marketing strategies,to promote the market development of calipers,to help GT quickly get the calipers business,and gain certain market share.The marketing strategies can be used for other strategic products in GT as well,to help GT upgrade products quickly.It’s also conducive to the improvement of overall marketing ability and competitiveness,as well as the cultivation and improvement of the marketing team.