This paper would seek to encompass certain vital marketing ideas and strategies which would allow Continental Tires to create a viable consumer base for it in China which is already home to some of the leaders in the tires industry. Hence, in order to cater to a clientele force which is already aware and educated enough about the different global leaders in tire industry, Continental Tires’ marketing strategy would need to be comprehensive.
This paper would seek to fulfill the following objectives:
Understand and assess the Master Dynamics of the Chinese Market
Target Customers by Online/Offline Channel Preferences
Assess the strengths and weaknesses of continental in relation to the competitors
Test Impact of Online Marketing Efforts
Build Detailed Profiles of the different Market Segments
Gain deep insight into the customers’ attitudes
The market analysis focuses the paper’s purpose in entailing the additional value to the target customer segments along with ensuring that Continental Tires establishes its aim of differentiating itself from other competitors in the market by providing such services and products which are a cut above and available extensively. The marketing challenge that has befallen continental tires is that of positioning the product and services in a manner which highlights the high quality, high value that is associated with all continental tires products.
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