presentation手稿Yutongpassengercar

1、William ZhengTable of contentsExecutive summary3Introduction 3Research methodology3Research findings.3Presentation of the products3Target audience and objectives4Summary of interview findings4Competitors.5Research effectiveness.5Marketing strategies.5 Product6 Price.6 Promotion .6 Place6Marketing mi

2、x1.7Marketing mix2.7Conclusion.7Interview findings.8Reference list.9Executive summaryYu tong passenger car is the most largest and renowned corporation in the Asia. But from the beginning, it is just a very small factory which makes some simple components of cars. But just after a few decades, it be

3、came the most competitive company in Asias market, and there are just a few competitors have the similar power than you tong does. This report will show what the condition is and the best approach to strengthen its position in Asia and in Europe. It is essential to get to understand the selling plac

4、e and the product improvement in Asia especially in Europe. To achieve that many resources were used including the internet and interviews from people.Introduction This report is to show the marketing environment of china as it relates to the Yu Tong passenger car. Its creation, high quality and ser

5、vice help it becomes the top 500 corporation in the world. Yu Tong Company is established in 1963, and then in the next 20 years, it became the largest producing station of passenger car. And as for now, it becomes the largest and most advanced producing station of medium size for passenger car in t

6、he Asia even the world.Research methodologyThe internet was used as the main resource to gather information on Yu Tong passenger car. If we want to understand the information specifically of marketing strategies and its plan, it is essential to use internet to get to know the history and deeds that

7、it has been made. By doing this research, we can then know the distribution and production which can be easier to write a successful marketing plan.As for my own part, the B is used to be the main resource to get some information about Yu Tong Company.Research findingsPresentation of the productsYu

8、tong passenger car starts its company in 1963, and then in 1987, it established a research institution about technology of passenger car. In the next near, it invested 0.4 billion to build the largest producing station of passenger car. After that in 1991, Yu Tong created a series of passenger car n

9、amed 2k6980 reference 1. And this kind of passenger car then be extremely renowned in Chinese market, at that time, Yu Tong began to be the leader of Chinese passenger car.As for now, Yu Tong has sold its cars in Cuba, Russia, Iran and many other European nations. In 2002, Yu Tong established a corp

10、oration with another company named Lion passenger car, so the relationship help Yu Tong accelerate its speed of internationalization. In 2012, Yu Tong plan to be the top 1 passenger car producing company with the most advanced equipments all over the world.Target audience and objectivesThe target au

11、dience for Yu Tong will be Asia and some parts of European countries such as Russia and Iran. According to the research, Yu Tong Company occupies the main position of selling the passenger car in Asia and some essential countries in Europe. Its price is a little lower than other trademarks. So, that

12、 can help Yu Tong become the main competitor for other companies such as King long passenger car. The key objective for the marketing plan is to keep the amount of production and introduce the trademark to consumers in Europe. Although YU Tong produces the largest amount of passenger cars than other

13、 companies in Europe, the price of per passenger can is a little low. To achieve that, it needs Yu Tong to firstly introduce its products to European consumers to open their market, and then improving the price of each product.Summary of interview findingsFor this marketing plan, 3 individuals were

14、interviewed, they are my father, my mother and my uncle. Mr. Zheng Liang, the engineer of Yu Tong, Mrs. Lee, the accountant, and Mr. Yong Qiang, selling man. Mr. Zheng Liang said that there are 7 bus models for different market segments exhibited in a passenger cars show, Yu Tong won six grand award

15、s, namely Grand BAAV Award Coach Builder of the Year, Grand BAAV Innovation Award - Coach, Grand BAAV Safety Award Coach, Grand BAAV Environment Award Bus, Grand BAAV Award BRT Bus and Grand BAAV Award Coach. It is learned from BAAV and related judges, the award Coach builder of the Year is the high

16、est, most influential and valuable one among the prizes, which checks the candidate enterprises in terms of enterprise management, products innovation, marketing model, enterprise scale, etc. Therefore, this award is also the most competitive one pursued by many bus builders. Yu Tongs sophisticated

17、products and its outstanding contribution to the bus industry contribute to the winning of this high honored award.Mrs. Li told me that Yu Tong is the forerunner and leader of Chinas bus industry. After decades of sustained and rapid development, Yu Tong has become the largest and the most technical

18、ly advanced manufacturing base of large- and medium-sized buses in the world. Yu Tong has established a complete 6m-25m product lineup of ordinary, medium-level and high-level products, covering various segment markets including highway passenger transit, tourism, public transport and so on, making

19、its name synonym to luxury high-end buses. Up to now, Yu Tong buses have been delivered to many overseas markets like Cuba, Russia, Iran, Saudi Arabia, Hong Kong, Macao and so on. In 2009, Yu Tong maintained its growth despite the global financial crisis and gloomy situation of the industry, holding

20、 a safe lead and competitive edge in Chinas bus industry. In 2009, the turnover of Yu Tong Group reached 15.026 billion RMB, up 6.7% on the previous year, firmly ranked first in the industry in terms of enterprise scale and sales performance. In 2009, Yu Tong delivered 28,186 buses and coaches, up 2

21、.29% year-on-year, with its brand value reached 7.896 billion RMB.     Mr. Zheng Yong Qiang said that as the leader of the industry, Yu Tong has made great contribution to the healthy and rapid development of domestic bus industry. Through the innovation of management and product

22、s, Yu Tong increases its competitiveness, leads the technical improvement of the industry and forms the analysis and research capability of fuel economy, vibration and noise, light-weight, safety, handle ability, ride comfort, etc., greatly helping upgrade the overall strength of the whole industry.

23、  CompetitorsThe main competition will be King Long buses whatever in Asia or in Europe. In 2005, Kinglong Bus passed through Britain VCA certification and its Euro Star XMQ6127 products successfully entered Europe. In Feb., 2010, when we observed Britain with King Long after-sales team, w

24、e found that almost 80 King Long luxury tourist buses were applied in local area and King Long Bus increasingly strengthen  its position in this traditional motor power as the new emerging force. reference2 In June, 2005, Kinglong Euro Star bus image was used as the cover of "COACH AND BUS

25、 WEEK", the leading bus magazine in Britain and it said that Chinese buses possibly threatened Britain counterparts. It is known that there have been almost 80 XMQ6127 buses serving the local tourist market. Moreover, Kinglong Bus made great process in 9-10 meters tourist market and XMQ690

26、0 buses have been applied with bright prospect. reference3 Research effectivenessThe research has provided a lot of details about the development of Yu Tong and its main competitor King Long buses. The interviews are important to whats the marketing situation of Yu Tong, moreover, it also helps

27、 Yu Tong to look for whats the really needs of consumers.Marketing strategiesProductThere are many trademarks of passenger car in Asia, and Yu Tong has enough power to compete with them. On the next step, its appearance can be re-shaped into various types to accommodate varying demands. It can chang

28、e its product like a bullet train and colored with varied dyestuff like orange or blue whatever consumers prefer. Passenger cars can also be produced with toilets which can give passengers more convenience. Moreover, passengers could also enjoy the drinks, snacks, or television programs provided in

29、the car.PriceYu tong has occupied the main market in china, so there are not so many competitors to compete with it. It can set it price higher than competitors to make more profits. On the other hand, it can also cut its price a little lower than others to make sure its amount of selling can be exp

30、anded largely.Promotion Yu tong passenger car in Europe does not enjoy the same recognition as it does in Asia. The immediate thing for Yu Tong to do is to develop advertisements, which can appeal consumers there and also cause a chance to communicate with consumers. It can set its advertisements in

31、 places like TV, radio, internet, or subway stations.Furthermore it can also make some model passengers toy car to sell them in the shops. That can also let people get to know Yu Tong passenger car. Although Yu Tong has its own marker in Europe, the recognition there is not so wide. To achieve that,

32、 Yu Tong can make its passenger car like varied toy cars although they are toy car, the shapes of them are totally same.PlaceYu tong is going to occupy the largest amount of market within a few decades. It will set its factories near the suburb. That can make sure it will gain car components suitabl

33、y, and this place also provides a large area to test Yu Tongs passenger car.Yu tong can also set its places next to King Long buses, so Yu Tong will be competing head-to-head with it. Marketing mix1This will introduce Yu Tong into Europe market and fascinate consumers. This mix will have the produce

34、 being sold in appearance of bullet train with some beautiful color in it. So the consumers can immediately recognize what the trademark it is, that will appeal customers to choose this different shape instead of some normal one. The place factor is also very essential for Yu Tong to sell its passen

35、ger car, it will avoid the expensive places like town centre and build its factories in suburb, because the price of this area is not so costly and it also provides a large space to drive passenger car. The price will be set below competitors. This will stimulate customers to buy this product instea

36、d of other expensive passenger car. The promotion will be mainly advertisements, It can set its advertisements in places like TV, radio, internet, or subway stations.Marketing mix2This will establish Yu Tong as a serious competitor for King Long buses. The product will be given many kinds of facilit

37、ies and services to passengers. It is necessary to build one or two toilets to people who have inside emergence. Moreover, it can also provide the juice and television to drink and watch. Place will be more diverse than mix1, the factory will be built in every many cities in Europe. So, that can cre

38、ate more space for Yu Tong to sell its products. Price will be set a little higher than King Long, that way can fascinate consumers to buy Yu Tongs products, because they know Yu Tongs quality is better than others. The promotion will be selling Yu Tongs model toy cars. By doing that way, people can further get interested in Yu Tong passenger car.ConclusionThe preferred marketing mix for Yu Tong is mix2, this mix will best establish Yu Tong as a recognizable trademark in European market. By doing this mix is a lit