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A Marketing Analysis of Radiator Industry and Research in PIONEER Brand Cultivation

Author: WangYiTang
Tutor: WangBo
School: Tianjin University
Course: Business Administration
Keywords: Radiator Market Analysis OEM Green Marketing Brand Cultivation
CLC: F426.92
Type: Master's thesis
Year: 2011
Downloads: 45
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Abstract

Conducting an industry market analysis is the first step of a business marketing strategy while brand cultivation is a key factor when analyzing core competitiveness. The purpose of this paper is primarily to identify the main competitive pressure which the radiator industry faces; as well as existing market opportunities and threats. In order to do this, the paper explores which strategic marketing plan should be adapted to effectively deal with these competitive pressures, seize market opportunities and reduce market and business risk. Finally, according to industry market analysis results, this paper will propose how to effectively position and communicate the PIONEER brand, in order for it to gradually become a strong brand with both customers and industry by promoting their brand’s assets.The paper utilizes: green marketing theory, brand management theory, OEM theory, the theory of comparative advantage and the relevant competitive strategy, advantage theory and analysis model. These theories and models are used to analyze the main economic characteristics, industry macro environment (PEST), the five kinds of the industrial pressure of competition, market segment, market trends and brand property, the vital success factors in this industry, the strengths, weaknesses, opportunities and threats of PIONEER Radiator Company., PIONEER brand STP strategy, OEM outsourcing strategies and international development strategy. The main objectives include:1. Finding the main competitive pressure of the radiator industry, the customer bargaining pressure and the horizontal competition pressure, all of which are main contributors to falling industry profits: The driving factor that enlarges the customer bargaining pressure is the engineering market segment, which makes the size of customer one-time procurement larger. While the driving factors which pressure horizontal competition are the low barriers to entry and exit, the high cost of manufacturing, low concentration ratios, product homogenization and excess capacity.2. Further recognizing and finding market opportunities: Owing to the continuously rapid steps of urbanization and industrialization, the overall demand in the domestic heating radiator industry will grow faster in the next 20 to 30 years, with an annual growth rate of 10-15%. Therefore, opportunities will outweigh risks. In the next 3-5 years, with larger security room construction investment, the domestic market to low-cost radiator will be in more demand. In addition, the demand in the Russian market will grow steadily.3. Establishing the PIONEER brand position. In doing this, this paper will consider: in the wider product line, technology and market area, while marketing core interests around "safety, durability, energy saving and decorative meeting the demand characteristics and the future developing trends in both the domestic market and in foreign countries. To achieve successful OEM outsourcing strategies, PIONEER Co. will need to improve product innovationand technological standards while closely cooperating with OEM processing factories and integrating branding communication ability.This paper systematically analyzed the radiator market and brand cultivation. Its breakthroughs, on one hand, lie in the utilization of the latest research results in comprehensive multiple disciplines, the large variety of analysis method and the latest information in this industry; on the other hand the combination of PIONEER brand cultivation research and enterprise developing practice, can be directly applied in the enterprise’s strategic marketing and brand management.

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