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Research on Marketing Strategy of FCC Besturn B50

Author: CaoMaoSheng
Tutor: WangBo
School: Tianjin University
Course: Business management
Keywords: Besturn Customer Feature Marketing Strategy Product- Positioning Brand Development
CLC: F426.471
Type: Master's thesis
Year: 2010
Downloads: 55
Quote: 0
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Abstract

With the expansion of consumer cardinal number, the increasing of the self-owned brand products and the promoted marketing competitiveness, our self-owned brand high-class cars market showed a rising status. First, the number of high-income bracket has grown rapidly --- the increase of China income levels and the growth in the number of wealthy class provides customer base with development potential for mid and high-grade cars. Second, self-owned brand was deeply rooted among the people ---the statue of self-owned brand cars was improving in China, the consumers come to identify with mid and high-grade cars of self-owned brand. Third, the activities of vehicle manufacturers and dealers became unceasingly in-depth --- the improved productive capacity of domestic automobile manufacturers has promoted product quality, the mid and high-grade cars of self-owned brand were expanding their dealer network, after-sales service and parts business.However, the mid and high-grade cars of international brand still occupied the dominant position of the Chinese mid and high-grade cars’market, self-owned brand can not contribute much in the mainstream mid and high-grade cars’market, with the important task to revitalize FCC self-owned brand,Besturn B70 appeared with excellent performance since she went public, to participate in the competition of mainstream mid and high-grade cars’market, and comprehensive contended with international brand mid and high-grade cars, Besturn B70 has become a big banner of self-owned brand.Based on considerable progress of Besturn B70, FCC plans to introduce a new product--- Besturn B50. In this critical moment, FCC needs to re-examine their marketing strategies to make better use of market opportunities for accurate positioning B50, in order to achieve sales and brand re-raise. The biggest challenge of B50’s Market strategy is how to form a position segments between two products (B70) that based on similar platform, in order to maximize product sales and establish good foundation for the development of future products and brand family.This article expatiate on the development status of domestic car market and China’s self-owned brand cars point by point, investigate the development trend and user characteristics of C + grade cars market in China, put forward the features of target customer, product positioning of Besturn B50 on that basis, and finally confirmed the marketing strategy of Besturn B50.The article is divided into five chapters. The first chapter is an introduction, it introduces the background of subject and its’significance; the second chapter expatiate on the development status of domestic car market and China’s self-owned brand cars; the third chapter main investigate into the development trend and user characteristics of C + grade cars market in China ; the fourth chapter investigate into the target customer, product image and positioning of Besturn B50; the fifth chapter research into the marketing strategy, product strategy, promotion strategy, channel strategy, pricing strategy of Besturn B50 which based on the previous sections, and prospect the brand development in medium and long term.

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