Marketing strategy of the identified.doc

 PAGE \* MERGEFORMAT 11 Marketing strategy of the identified Marketing strategy is in contrast to the general means for the purposes of market competition, which belongs to the scope of tactics, marketing strategy is the company’s competitive advantage in the market to determine how to get direction. In today’s economic life, the important position of marketing strategy has no doubt, but how the market with its own conditions and developing an appropriate marketing strategy is not an easy task, not only on the market of which a thorough understanding of marketing environment, but also a set of business strategy to determine the proper procedures. These procedures were as follows: A strategic environmental analysis Analysis of the strategic environment is to determine an important step in marketing strategy. Environmental analysis including the company’s own situation, market structure and liquidity, competitors, and environmental impact of the power four aspects. These four aspects are basically summed up a company preparing to enter a market must take into account the various environmental factors. Daimler - Benz car company in its ready to enter the low-priced luxury cars market in Europe by the analysis of the strategic environment is very typical. 1. Factor in the company itself. Profitability: The company is famous for producing luxury cars, old factory, with the successful development and sales of luxury cars, capacity and practical experience, has a strong brand image and a wide range of resources, and built a worldwide distribution network. Adverse nature: Mercedes-Benz passenger car is considered a conservative type of cars, more suitable for the elderly; access to low-priced market segments will be called high-priced segment of the sales staff, which is high-priced luxury car sales would be affected. 2. Market structure and liquidity. Low-priced European luxury sedan in the United States there is a growing and promising market, and the market