沈培平简历,青辣椒考研试卷网,土蜂姜振
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From the market share of the products of the company, this has the clear direction for the cars in the car market. in addition, the financial indicators have demonstrated that the company has the health financial figures and also indicated that the company has the strong earning ability in the longer term.
2 Marketing Plan
2.1 Mission Statement
Quality and innovation are the first vitality.
2.2 Corporate and Marketing Objectives
The green system is the legal guarantee of the green marketing. Green marketing is focused on new ideas, is to realize the coordination of human society. In the competitive market, there must be perfect and management system, the formulation and implementation of environmental protection and green marketing policy, policy, restricting the short-term behavior of local governments, departments and, with the joint efforts of the whole society and all mankind, to maintain the whole society and the long-term interests of mankind. 4. Green is the green marketing material guarantee. Technological progress is the decisive factor for industry transformation and evolution, the formation of new industry inevitable technological progress; But technological progress as a departure from the concept of green, the result may accelerate the process of environmental pollution. Only in green science and technology promote the development of green products, to promote energy conservation and renewable resources, the development of pollution-free green products, green marketing is the material guarantee.
2.3 Marketing Policies and Tactics
This is a car that according to the pricing strategy adopted by the consumer psychological requirements. Every brand cars can meet the needs of one car consumers, auto value and the psychological feelings of consumers have a great relationship. This is for the use of car psychological pricing strategy provides the basis, makes the car companies can take advantage of the automobile consumer psychological factors in pricing, consciously car price higher or lower, in order to meet the automotive consumer psychological, physical and spiritual needs, through auto consumer preference for the automotive product or loyalty, inducing consumers to increase purchase, expand the market, the biggest benefit.
2.4 SWOT analysis
Strength
From the previous financial performance of the company, the company has the healthy financial figure to develop new car-green car.
The company has the technical advantage on the latest car –green car to promote the long term strategy.
The good reputation and credit, which are easy for the bank loan for the green cars.
The market share of the previous cars is higher compared with others. Weakness
The energy from the petrol to the electronic, the most machines are all designed for the e-cars produced.
The engineer could be absolute new for the higher salary.
The advertisement fees could be higher for the promotion purpose.
Design for the new models which could be challenge for the designers.
New license for the car produced in the long term.
Opportunities
Green car has the zero or low environment pollution.
Government has the policies on the environment productions.
Green cars are saving for the money compared for the oil car.
Shared greens cars are welcomed to the company, which could book the cars immediately. Threats
So many competitors in the term of the green car production.
In the economic downturn, less purchase on the car consumption.
The distance weakness compared with the car used the petrol.
The Global financial Crisis could be reject the car loan to purchase the green cars.
2.5 Boston Consulting Group Matrix (Company Position)
Enterprise strength included market share, technology, equipment, and capital utilization capacity. Which market share is to determine the inherent structure of the product structure, it directly shows the competitive strength of enterprises. Sales growth rate and market share both mutual influences, but also mutual conditions. Market gravity, the market occupies a high, you can show the good prospects for product development, enterprises also have the appropriate ability to adapt, strong strength. If only the market gravity, and no corresponding high market share, then the enterprise is not enough strength, then the kind of product can not be developed smoothly. On the contrary, the strength of enterprises, and the market gravitational products also indicate the poor market prospects of the product.
Through the above two factors interact, there will be four different types of product types. This forms a different product development prospects. Sales growth rate and market share "double high" product groups, star products. Sales growth rate and market share of low product groups, thin dog products. Sales growth rate is high, the market share of low product groups, problem products. Sales growth rate is low, the market share of high product groups, cash cow products.
In the case of Panther cars, the cash cow is Cub L, since it has the largest market share. Meanwhile, it also has the highest gross margin. The star product is Cub XL, since its market growth and market share is both high. The dog product is Cub model, since it has low market share.
2.6 Ansoff Growth Matrix
In the long term of the AnsoffGroeth Matrix, both market and products are demonstrated. In the future, the company has decided to promote the “know your clients (KYC)” in the products design and market promotion for these two terms. As a consequence, the KYC could be better for the Green cars produced and Green car selling in the long term.
For the term of the market, the advertisement could be enhanced in the radio, because the potential buyers are driving car to listen to the radio. Besides that, the social responsibility could be promoting the company image through the social activities in the long term.
For the term of the products, the company is focus on the green car products for the specific market target, so that they would diver the profit margins.
As the name implies, the differential marketing is according to the market segmentation and differentiation strategy to attract consumers, differential marketing is the premise of automobile enterprise, according to a market has to choose has subdivided market in two or more market segments as the target market, and then for each child market specialization environment to provide for the child of the corresponding products, services and sales strategy. Simple, the differential marketing is actually let customer spontaneous, take the initiative to find the advantages of the products. Auto product differentiation marketing strategy is based on the difference between different brands of cars as well as the communication between customers, let the consumer to realize the brand cars and other differences between brands, in order to let customers to understand the difference of the consumer decision-making, stimulate the consumer’s desire, and contributed to the buying behavior of consumers.
2.7 Product Life Cycle
Analysis of the product life cycle from year 8 identified that CubL and CubXL were moving from maturity and had started to decline. Therefore, combining with the Boston Consulting Group Matrix, the solutions could adopt to each model according to their different life cycle stage.
Star products are in the high growth rate, high market share within the quadrant of the product group. Such products may become corporate cash cow products; need to increase investment to support its rapid development.
Cash cow products are in the low growth rate, high market share within the quadrant of the product group. It has entered maturity. Its financial characteristics are high sales volume, high product profit margins and low debt ratio. It can provide funds for enterprises, and because of the low growth rate, there is no need to increase investment. And thus become a business recovery funds to support other products, especially the backing of investment in star products.
Cash cow business refers to the low market growth rate, high relative to the market share of the business. This is the leader in mature markets. It is the source of corporate cash. As the market is mature, companies do not have to invest heavily to expand the size of the market. The business enjoys the advantages of economies of scale and high marginal profits, thus bringing substantial financial resources to the enterprise.
Problem child is a high-growth, low-market share of the product group. The former shows that the market opportunities, the prospects are good. The latter shows that there are problems in marketing. Its financial characteristics are lower profit margins, lack of funds required, and high debt ratio. Such as in the product life cycle in the introduction period, for various reasons failed to open up the market situation of new products that are such products. A selective investment strategy should be adopted for the problem product. Therefore, the improvement of the product and support programs is generally included in the long-term business plan. The management of the product of the problem, it is best to take a think tank or project organization and other forms, select the planning ability, the courage to take risks, talented people responsible. Also known as recession. It is in the low growth rate, low market share within the quadrant of the product group. Its financial characteristics are low profit margins, in a guaranteed or loss state, high debt ratio, cannot bring benefits for the enterprise. A retreat strategy should be used for such products. First of all to reduce the volume, and gradually retreat, for those sales growth rate and market share are very low products should be immediately eliminated. Followed by the transfer of surplus resources to other products. The third is to rectify the product line, it is best to lean dog products and other business units merged, unified management. |
