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Auto Marketing Analysis and Recommendations of Polo-Volkswagen

Author: ZhangJianQi
Tutor: YangHai; YangLin
School: Central China Normal University
Course: Business Administration
Keywords: Market Environment Market positioning Competitors Consumerbehavior Sales strategy Polo
CLC: F274
Type: Master's thesis
Year: 2012
Downloads: 633
Quote: 0
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Abstract

Since1980s, with Chinese market economy developing and people’s living standards improving, owning a car has been regarded as a sign measuring the quality of people’s life and under the driving of new technology and concept, cars have become general products that not only people with high payment can afford, but also the middle-income families also have the ability to get. The growth rate of Global GDP increasing, China, as a developing country, has a wide car market attracting many International auto investors for its large population offering great market potential, which can benefits them a lot. According to the regional differences between city and countryside, it is necessary to establish a sound reasonable car sale system that supplies important guidance to the existence and development of corporations.In the process of auto marketing management, enterprises should combine internal marketing with external marketing, as the good relationship between them and the marketing reward are considered to be two important parts that do have great influence on the product sales. So it requires that enterprises should base their products’design, production and sales on the needs of consumers and purchase inclination, optimize institutions and distribute resources reasonable. In the fierce competition, auto corporations should make plenty of market research with the direction of flexible marketing strategies and have a good knowledge of the marketing environment of the country and its areas in a all-round and three-dimensional way, such as, economic environment and cultural environment, technology environment, population environment, political and legal environment, sustainable development and so on, which can provide enterprises’ marketing activities with great reference value assisting them avoid risks and improve the marketing competitiveness of products. It is of great benefit to better and faster spreading of products, offering consumers practical services and setting up good enterprise image and brand reputation. Under the international fickleness price circumstance, economy small cars have drawn more and more consumers’ attention. Polo, known as small tank, has enjoyed great fame for its superior quality and plays an important role in the AO level market. But in the economy auto area, new launched models and the constantly penetration of domestic and independent brands are putting Polo on the point where it has to face great challenges.This paper aims at finding the potential resistance in Polo’s marketing sales process by using knowledge of marketing management analyzing the Polo’s quantitative and qualitative relationship, market positioning, competitors and sales strategies under the circumstance of Chinese ladder type market. Compared with same level auto brands, Polo has no advantages in price. So how to make it distinguished from others is always one of the main goals Volkswagen marketing team try to achieve. Therefore, on the basis of the above analysis, this paper tries to investigate Polo’sales status and compare the advantages and disadvantages in the sales graphics, in order to find methods to optimize its product structure, improve the management level and the quality of services and perfect its marketing system.

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