Essay - Marketing Plan for Chery Automotive - Market Analysis the Chinese...

Marketing Plan for Chery Automotive - Market Analysis

The Chinese producer Chery Automotive manufactures a wide series of automobiles and they will have to place them on***** the market and address *****m based on product features and customers' demands. In a first line ***** thoughts, the ***** automobiles will address all automobile owners as well ***** n**********owners who are interested in purchasing a car. As such, the ***** *****s will be ********** to all sorts of incomes as well ***** to those individuals who like either a luxurious car either a compact hybrid.

The American automobile market is a rather dynamic one, in which new technologies are being developed every day and new ***** are constantly ***** incorporated into the cars. The major players on ***** American ***** market are General Motors, Ford ***** Daimler-Chrysler. They sit at the heart ***** the American economy and industry and influence ***** population on numerous areas, such as:

***** ***** 10 American auto works are employed by them they impact 7 million American jobs, as comp*****d to 1.8 million jobs influenced ***** Japanese and other car manufacturers ***** spend tens of billions annually on research and development in order ***** improve the automobiles they purchase almost 80 percent of all auto components manufactured in the United States *****y build ***** out ***** 10 cars and trucks produced in America ***** are among the largest exporters *****y spend more than $12 billion on health c***** and provide it to 2 ***** Americans (Weber Chevrolet, 2008) less favourable particularity of the American automobile industry is the fact that the major American car manu*****urers, such as Ford or General Motors, are generally focused on producing large and luxurious vehicles, which consume large amounts of fuel and ***** expensive to maintain. And ***** ***** consumer demands more and ***** fuel-efficient cars. This opens the door for foreign manufacturers ***** are focused on producing ***** ***** which consume less fuel. But onto the American market, the Japanese manufacturers hold supremacy over *****se types of cars. Therefore, the Chinese manufacturer might encounter serious competition from long established Japanese car manufacturers, such ***** Toyota, Nissan or Honda. And in order to overcome this competition and ensure the success ***** their operations on the American territory, the automobiles ***** by Chery Automotive ***** have to meet several demands and wants of customers. These would refer to:

The stated functionality ***** the Chery automobile would be that of serving as a transportation means

It would have to ***** sold at highly competitive prices, even lower than ***** Japanese cars

***** would have to serve customers' needs better than the American cars, meaning that they would be smaller, cheaper, consume less fuel ***** would be e*****ier to upkeep

***** would also ***** to ***** the need for ***** but ecologic car.

Based on product particularities, two types of target markets can be identified. As such, a ***** ***** market will be formed from those individuals who register above medium incomes and to whom