Jay(第四部分).doc

MARKETING STRATEGYMarket trend description and analysis. According to the survey of car market, there are 4 major trends of todays cars industries,It can also can reflects Iranian demand for the cars.1.electronize,2.intelligentize , 3.multimedization 4.networking . Competitor analysisCompetitor analysis in marketing and strategic management is an assessment of the strengths and weaknesses of current and potential competitors. This analysisi provides both an offensive and defensive strategic context through which to identify opportunities and threats. Mercedes-Benz and BMW are Cherys main Competitors in Iran. They are the most popular luxurious car in the world. They have a part of market share in Iran. Positioning analysis and strategy.Competiton: globalization Customers: Iranian who can afford the cars Company image: to product popular carsTarget market: Product cars according to the change of the market.Marketing strategy summary A marking strategy is a process that allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. The total marketing strategy include: product strategies,pricing strategies, promotion strategies, distribution strategies, and so on.Product description and strategyChery have 3 types, passenger car, luxurious car and mini car. Theirs features are large space , safty cubist, superior chassis, intelligent dispose.In Iran , the mini car is very popular in coustomers for its safety , environmental -friendly and energy- saving . Like Benz and BMW, Chery also have franchised stores in Iran, Chery also offers 4S store .(sale,sparepart service and survey).pricing strategies.According to the cars market analysis, the behaviors of customers are trend to reasonable price . The reasonable price includes 4 parts: cost of production, circulating cost, profit and tax.cost of production: materials cost,management cost,and labor cost.circulating cost:transportation toolss(ships and vans) fee.ProfitTax: tariff and turnover taxPromotion strategiesPromotional strategy is the mix of the basic strategy refers to the business through personal selling, advesrtising ,sales promotion,publicity, and public relations, They send messages to consumers, so as to arouse their attention and interest, stimulate their desire to purchase and purchasing behaviors. The advertisement of Chery can be on the Internet ,TV or magazine and so on.The roles of promotion 1.Informing 2.Persuading 3.Reminding Choosing the right form of promotion The target market The nature of the productThe stage of the products life cycleMoney available for the promotionDistribution strateDistribution strategy is to deliver products to your target market and make them easily and accessible to your consumers. There are different types of distribution channels depending on the number of levels that exist between the producer and the consumer. In deciding on the kind of distribution strategy to be used, there are various considerations to be kept in mind? Considerations about middlemen, consumers,product, price ,etc.The middlemen should have the necessary financial capacity to carry out the task effectively. Customers should be able to get the products conveniently. Product features to be considered include praticability, economical efficiency etc. The price of the product also requires considerration in deciding the distribution strategies.The major channel of distribution of Chery is :Products of consumer goods一 exporters一imports一retailer一ultimate consumer.Summary of changes required to the market the product overseas as compared to domestically.Iran is a Moslem country, red and yellow are bad color in Iran. Therefore, Chery will not off