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1、MarketingreportMarketing reportHow Geely Emgrand EC7 four-door saloon should be positioned in market in the UKWritten by： XIE PEIYINFor: the board of the company many of whom are not familiar with marketing in the UK。Date： 14/12/2012 Beyond valueTable of ContentsTable of Contents 2Introduction 3Find

2、ings 31. STOW analysis 32. Market segmentation， targeting and positioning for the EC7 52.1 market segmentation 5a) Demographic profile 5 Age 6 Gender 6b) Socioeconomic 7c) Geographic 82.2 market targeting102.3 market positioning。113. Marketing mix 123.1 product 123.2 Price 123.3 Place 133.4 Promotio

3、n 134. The capabilities of marketdriven organisations 13Conclusion 16Recommendations 16References 19Appendix 22Introduction China is the worlds largest auto market and therefore many of the auto giants hope to have a piece of share in the Chinese market， and， therefore, in China， the autonomous vehi

4、cle brand struggling in domestic development, market share is declining, explore away market has become one of the Chinese automobile brand development path。 While Geely it is also not exceptional。 This report analyses the Geely EC7 into the UK market environment and auto market analysis in UK in ad

5、dition, this report are including SWOT analysis, market segmentation， market targeting and positioning for the EC7 in the UK market。 It also included the marketing mix of EC7 in the UK auto market。 The purpose is to make detailed marketing report for the board of the company many of whom are not fam

6、iliar with marketing in UK. Findings 1. SWOT analysisStrength More and more investors to invest in Free RD and powerful creativity More service， competitive prices， more cost-effective Developing market places Policy support Entering into the new energy automotive marketWeakness Cultures difference

7、Legal conflict The inadequacy of capital Technical problems Brand awareness Small product mix China focus organization Lack of publicity After sale service is not enough perfectOpportunity Appeared to other geographical expansion, opportunity to expand market share (as in 2009， 19 Africa official vi

8、sit to China Geely， looking for common development opportunities Customers and enlarge a trend or product segment。（with a series of low-end car roll out, increase its lowend market competitiveness at the same time， with greater impetus towards the end market) Obtain merger rival ability， enhance its

9、 brand awareness and access techniques. （Acquisition Volvo is its brand image from the low end, the implementation strategy of using an important opportunity） Market demand growth, rapid expansion. Acquisition of Australian DSI, with its professional technical transmission Acquisition of Manganese B

10、ronze companys equity， and the use of the technical development of medium and large vehicles, for the development of the markets of developed countriesThreat facing the same market positioning of the strong competitors， such as Chery, hippocampus and so on Main product market growth rate decreased P

11、eoples income level， social changes in the consumption patterns of adverse People in the cars perceptions of change， such as the green environmental protection problem Is vulnerable to economic depression and fuel prices, national tax impact Because of their own history and technology condition, in

12、new technology research and development than other brands （Geely,2012）. 2. Market segmentation， targeting and positioning for the EC72.1 Market segmentationa) Demographic profile: Age： One of the major differences within the consumer market is the preferences of older and younger consumers when it c

13、omes to buying a car。 Older drivers are more inclined to be less interested in features such as brand image， styling/design and speed/power and more interested in more practical features。 In particular older drivers, namely those 55+， are strongly inclined to look for safety features as well as reli

14、ability, warranties， fuel consumption and comfort. Young drivers， and especially those aged 16-24， have an especially strong interest in styling, so might be more inclined than any other age group to look at the visual side of a car (Mintel a,2011）. Gender： Men and women look for different factors w

15、hen purchasing the car。 Men and women have different preferences towards particular car features。 Women are more inclined to look at practical features, while men at more nebulous features such as branding. Women, in particular, are more inclined to seek out features related to the purchase and runn

16、ing of a vehicle such as its price， safety aspects and the cost of insurance。 Men, by contrast are more likely to look at more general qualities of a car such as it build quality, speed/power and brand or image (Mintel b,2012)。 b) Socio-economic: “The much-expected recovery of the new car market fol

17、lowing the recent recession has failed to materialise。 Cautious consumers have in many cases opted to delay the purchase of a vehicle or buy used. For manufacturers and dealers, the result is ever more intense pressure to ensure that they fully understand the needs and desires of buyers。” Said by Ne

18、il Mason， Head of Retail Research. The Society of Motor Manufacturers and Traders (SMMT） reports show that new car registrations fell 24.8% in May 2009 to 134,858 units. However， this fall marks an improvement on earlier months of the year。 To date, the UK new car market in 2009 is 27.9 smaller than

19、 last year a significant shrinkage of some 289,598 cars （carmagazine, 2009)。 In addition, The British car manufacturers and Dealers Association (SMMT) data shows, November UK registrations of 149191, annual 11。3%, the main benefit from private market demand increases， increases slightly lower than i

20、n October 12.1%.The first 11 months of the new car accumulative total sales volume 1921052， annual 5.4% litre (finance，2012). Therefore， as the lowest socio-economic groups may want different products than the higher classes any may not be willing to pay more。 c) Geographic: as the chart shows， 2011

21、 total new car registrations across the UK， we can see that the Uneven distribution in Isle of Man, North West and Northern Ireland， there was less new car registrations in 2011， which was -17.1,14.4% and 11.7。 While in the West Midlands, there were 10.8% of new car registrations, and 249。396 new ca

22、r registrations across the West Midlands in UK in 2011。 It means that West Midlands has more people purchasing cars than the other place in the UK。 Source： SMMTSource: SMMT2.2 Market targeting: Beginner Young men 30-39 years old accounted for 50% or more Occupation： selfemployed owner / small busine

23、ss owners, organ sectionlevel cadres， corporate middle managers and senior technical staff Marital status： Most married with children. Function: balance between work and lifeEC7 is stable in the BMBS and 6 airbags and other safety features， a full range of care, which is suitable for the beginner to

24、 drive. In addition, it high-light the doctrine of the design concept, the aesthetic needs of the target group that EC7 bring the interests of the consumers commitment to help consumers to continue to a higher goal， new heights of success in life。 It also suitable for those were mature, steady and c

25、onfidence consumers, which is to show the EC7 consumer successful professionals heroic bearing and the glory after success， causing emotional resonance。2.3 Market positioning Competitive advantage： Appearance （i。e. the first impression) have obvious advantages, in all 5 race car ”the highest proport

26、ion of preferred / end choose the lowest percentage”。 Function & configuration have good performance， in succession produce proportion and rising slightly。 Competitive disadvantage： EC718 key weakness is the brand； Secondary short board is interior。 Japanese， German and U。S. Department of brand in t

27、he science and technology, forge ahead or trendy, extreme value area with strong competition from competition, and the difference between brand positioning， Geely to establish a quality and ”service on the basis of value, it can be affinity and style value orientation differentiation. Formation of b

28、rand value set， and phased deduction, at last， it will be ultimate realization of Value for money for the brand positioning.3. Marketing Mix （4P)3.1. Product： From the view of competitive brand positioning， the brand of Japan， German, American which in technology， keep forging ahead or in fashion th

29、at have strong competitiveness. In the brand level, Hondas continuation of the core value of brand is the quality， technology and reliable。 And Toyota is one principle runs through it all, which are quality, service and technology。 While Buicks core value always around the American spirit and elite

30、culture to create intimate service。 However， with competition from the difference between brand positioning, Geely EC7 on the basis of a quality and service， is to establish an affinity and fashion style of value form and make differentiation.3.2. Price： From the surveys (Mintel， 2009) show that the

31、 consumers choice of car brands begins with the economic fundamentals: price， reliability and fuel consumption。 Therefore， the price should be positioning in most people can accept and are willing to pay the amount of the level to buy a car， no longer will take up most of their income levels above.

32、So, Geely pricing should be not more than 10000 pounds。3.3. Place: Geely Automobile Companys British headquarters will be located in Coventry City， and with MBH subsidiary London Taxi Company （The London Taxi Company） shared the headquarters base。 Geely in Britain will be in accordance with the rove

33、r dealer Rover routines before established sales and service outlets， and other brand stores and small regional groups shared distribution shop。3.4. Promotion: Can make use of advertising in television or brochure on advertising Public opinion warfare preheating period， brands and product line， focu

34、sed on creating brand awareness. Psychological warfare on the market period, focus on dissemination of product information， open sales situation。 Marketing sales period， motion integration of communication, promote product sales.4. Capabilities of marketdriven organisations Marketing mix must have s

35、ufficient resilience: Marketing mix as the enterprise marketing management controllable factor， generally speaking， the enterprise has sufficient decision-making power. For example， enterprises can according to the market demand to determine the product structure, develop competitive price, choose t

36、he most appropriate sales marketing channels and media。 However, the enterprise does not exist in a vacuum to make the market marketing combination. With the market competition and customer demand characteristics and changes of the external environment， must be on the marketing mix， at any time to c

37、orrect adjustment， so as to maintain the competitiveness. Overall marketing mix to the external environment must have sufficient resilience and sensitive strain capacity (mbalib,a，2012). Understanding of the new consumer: In 2000, the United States wellknown consumer psychologists Lewis and brig in

38、its ”new consumer in one book put forward ”new customer” this one brand-new concept。 Lewis and Blige (2000） think， new and old customers consumers by the difference between the far beyond peoples imagination， in different countries and cultural environment of the old consumer impact is enormous， but

39、 to new consumers this influence is very little。 However， new consumers appear to redefine the meaning of consumer and market， the traditional marketing strategy and according to age， gender or income market segmentation methods cannot effectively play the role of. In this day and age, time， attenti

40、on and trust are the social resources, they are not spontaneously exist in the market， but in the new consumers。 Living in such the new economic era which can quickly and easily get to meet the basic needs, the new consumer concern is not only to meet the basic needs, they will focus on some new， un

41、ique and distinctive products and services. Therefore, mass production and sales of goods will be refused by new consumer, they tend to choose the high reliability of the products and services. Baker （2003） said that the consumption today is about the satisfaction of consumer wants and desires rathe

42、r than the fulfilment of consumer needs. For example, Mobile phone industry form should be attributed to Motorola technical contribution。 And let the mobile phone be a full of expectation in the industry， the credit goes to Nokia and Samsung on consumer behaviour research。 However， whenever a new mo

43、bile phone appears， but it is a new ring, a shell, a new image, is enough to attract consumers to scramble for new。 On the new consumers, not to create the look, the surprise industry will be no hope of industry （mbalib，b，2012）. So, related to the capabilities of market-driven organizations， Geely s

44、hould be has the distinctive capabilities to satisfy the consumers wants and needs. This is a key success factor while Geely are going into the UK market。 Conclusion In a short conclusion, in this report, it analysis the SWOT of the Geely in part one， and analysis the market segmentation， market tar

45、geting and positioning for the EC7 in part 2。 In part 3， it critically appraise the recommendation in relation to the capabilities of marketdriven organisations and make clear understand of the new consumer as well. Recommendations First of all， Geely marketing should provide relaxed shopping enviro

46、nment for new consumers, because of lack of time will make consumers in the crowded shopping environment stress and tension. Therefore， in order to make the shopping environment is comfortable, the businessman to the extensive application of new technologies， so that the shopping activities more qui

47、ckly, such as accelerating the development of electronic commerce， increase business hours， so that the new consumers in any place, any time all can shopping easily； on the other hand， should train a number of highquality marketing and service personnel， through their high-quality service to avoid c

48、onsumer queuing, and guide consumers to find the products they need。 Secondly， if Geely want to convince new customers to attract their attention, businesses should be properly set their own advertising and marketing strategy。 The explosion of the information age, new consumers, especially under 30 years of age, the new consumer good emotional skills were honed their reorganization of the spiritual