Marketing report
etude
How Geely Emgrand EC7 four-door saloon should be positioned in market in the UK
元宵节英语手抄报
Written by: XIE PEIYIN
For: the board of the company many of whom are not familiar with marketing in the UK.
Date: 14/12/2012
Beyond value
Introduction
China is the world’s largest auto market and therefore many of the auto giants hope to have a piece of share in the Chine market, and, therefore, in China, the autonomous vehicle brand struggling in domestic development, market share is declining, explore away market has become one of the Chine automobile brand development path. While Geely it is also not exceptional. This report analys the Geely EC7 into the UK market environment and auto market analysis in UK in addition, this report are including SWOT analysis, market gmentation, market targeting and positioning for the EC7 in the UK market. It also included the marketing mix of EC7 in the UK auto market. The purpo is to make detailed marketing report for the board of the company many of whom are not familiar with marketing in UK.
Findings
1.SWOT analysis
Strength ∙friendfinderMore and more investors to invest in facebook chat ∙Free R&D and powerful creativity ∙More rvice, competitive prices, more cost-effective bi是什么意思 ∙Developing market places ∙Policy support ∙Entering into the new energy automotive market | Weakness ∙Cultures difference ∙Legal conflict ∙The inadequacy of capital ∙Technical problems ∙Brand awareness ∙Small product mix ∙China focus organization ∙Lack of publicity ∙After sale rvice is not enough perfect |
Opportunity ∙Appeared to other geographical expansion, opportunity to expand market share (as in 2009, 19 Africa official visit to China Geely, looking for common development opportunities ∙Customers and enlarge a trend or product gment.(with a ries of low-end car roll out, increa its low-end market competitiveness at the same time, with greater impetus towards the end market)北京夏令营 ∙Obtain merger rival ability, enhance its brand awareness and access techniques. (Acquisition Volvo is its brand image from the low end, the implementation strategy of using an important opportunity) ∙Market demand growth, rapid expansion. midas是什么意思∙Acquisition of Australian DSI, with its professional technical transmission ∙Acquisition of Mangane Bronze company's equity, and the u of the technical development of medium and large vehicles, for the development of the markets of developed countries | Threat ∙facing the same market positioning of the strong competitors, such as Chery, hippocampus and so on ∙Main product market growth rate decread ∙People's income level, social changes in the consumption patterns of adver ∙People in the car's perceptions of change, such as the green environmental protection problem ∙Is vulnerable to economic depression and fuel prices, national tax impact ∙Becau of their own history and technology condition, in new technology rearch and development than other brands (Geely,2012). |
| politics是什么意思 | |
2.Market gmentation, targeting and positioning for the EC7
2.1dream是什么意思 Market gmentation
a)Demographic profile:
∙Age: One of the major differences within the consumer market is the preferences of older and younger consumers when it comes to buying a car. Older drivers are more inclined to be less interested in features such as brand image, styling/design and speed/power and more interested in more practical features. In particular older drivers, namely tho 55+, are strongly inclined to look for safety features as well as reliability, warranties, fuel consumption and comfort. Young drivers, and especially tho aged 16-24, have an especially strong interest in styling, so might be more inclined than any other age group to look at the visual side of a car (Mintel a,2011).
∙Gender: Men and women look for different factors when purchasing the car. Men and women have different preferences towards particular car features. Women are more incli
ned to look at practical features, while men at more nebulous features such as branding. Women, in particular, are more inclined to ek out features related to the purcha and running of a vehicle such as its price, safety aspects and the cost of insurance. Men, by contrast are more likely to look at more general qualities of a car such as it build quality, speed/power and brand or image (Mintel b,2012).
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