Positioning target clear strategic special vehicle export force
Product export is the inevitable result of the international division of labor, and it is the only way for companies to implement their internationalization strategy. The internationalization of any multinational company begins with the export of products. Exports are conducive to improving the management level and product quality of enterprises, as well as the company’s international image and popularity; the export of products is the inevitable result of the international division of labor and the internationalization of enterprises. The only road to strategy.
Sales Statistics of Various Special Vehicles in China in 2013
The internationalization of any multinational company starts with the export of products. Exports are conducive to improving the management level and product quality of enterprises, as well as the company’s international image and reputation; they are conducive to increasing the added value of products and the competitiveness of the market, and they can also avoid Business risk. The development of special vehicles in China started relatively late. China's special vehicles include six categories: van cars, tank cars, special dump trucks, warehouse-type cars, lifting and lifting vehicles and special-structure vehicles.
In 2013, China's special-purpose vehicle industry grew rapidly, and the output of six types of special vehicles reached 12,439.12 million units. However, in 2013, affected by the country's macroeconomic adjustments and special vehicle industry policies, as well as the increase in domestic special vehicle manufacturers, the industry has become increasingly fierce, and many companies have turned their attention to overseas markets. The statistics of sales of various types of special vehicles in China are shown in the table below:
Special vehicle export analysis
1. SWOT Analysis Based on the SWOT analysis method, the author briefly analyzes the advantages and disadvantages of the export of special vehicles produced by Chinese enterprises:
Advantage (S) - China's special-purpose vehicle industry is in the "growth period", and has initially achieved serialization and scale; it has relative cost advantages and has the courage to earn "hard-won money".
Disadvantages (W) - Insufficient accumulation of product R&D capabilities and core technologies; poor brand awareness; lack of international talent.
Opportunity (O) - The demand of third world countries grows rapidly; international brands leave the market blank; "Made in China" is gradually recognized; and the national "Twelfth Five Year" development plan supports industrial policies.
Threats (T)—Technical thresholds and trade barriers continue to rise; the exchange rate of the renminbi continues to appreciate; competition from international brands and domestic brands; complex world economic prospects and the impact of energy crisis.
2. Market positioning analysis Special vehicles have a certain technical content and added value, and with the acceleration of urbanization in the world, especially in developing countries, and the continuous development of the mining industry and people’s constant attention to environmental protection, the market for special vehicles Demand is also growing. Therefore, as long as the quality is reliable and stable, the price is reasonable, and the service system is perfect, special vehicles are suitable for bulk export. Through the analysis of the technical thresholds and market maturity of overseas special vehicle markets, the target markets for special vehicles produced by Chinese enterprises should be positioned in the primary and intermediate markets such as ASEAN, the Middle East, and Africa.
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