The Research for Strategy of Sales and Marketing of Saic Motor’s Self Brand in Africa Automotive Market
|School||Shanghai Jiaotong University|
|Keywords||SAIC MOTOR African market marketing strategy|
The Chinese passenger car market gets booming in the 21st century with the total sales and manufactures of passenger car have exceeded 13 million units in 2010. At the same time, the export business also increased year by year by reaching 282.9 thousands in 2010. As the leading company of Chinese passenger car market, the performance of overseas business for SAIC Motor is far from satisfaction with the total export volume is around 2000 units in 2010. The achievement of overseas business for SAIC Motor is far away from the world famous manufactories like Toyota and GM and even much less than Chery and Geely. The current situation has severely affected the further development of SAIC Motor who wants to be the leading automotive manufacturer in the world.According to the strategy theory and the international business theory this thesis analyses the macroeconomic situation of Chinese Automotive market and the operation status of SAIC Motor first. And find the bottleneck for the development of SAIC Motor for next step which is lacking the global business development. Combined with the feature of the products and the brand influence within SAIC Motor and the world automotive business development trend, the thesis proposes the necessary of SAIC Motor’s self-brand to enter the Africa automotive market.Secondly, combining with the 4P marketing theory and the strategic choice theory this thesis propose the marketing strategy and the action plan for SAIC Motor’s self-brand in Africa automotive business through analysis of the economy, automotive policy and the detail sales situation in each segment for the main automotive market in Africa.This thesis has been divided into four parts which are“Introduction-Theory analysis”,“Environment Analysis of African market for SAIC Motor’s self-brand”,“Sales and market strategy for SAIC Motor’s self-brand in African market”,“Action plan for SAIC Motor’s self-brand in African market”This thesis provides the reference and theoretical basis for SAIC Motor’s self-brand entering the Africa automotive market.