This assignment describes, analyses and evaluates Porsche 's strategy
to enter the Chinese market for exclusive sport cars. On the basis of the literature review the assignment focuses on the general decision to enter the mainland's market and furthermore it particularly evaluates the chosen mode of market entry from cultural, automobile-specific, branding and promotional perspectives.
Page 1
Page 2
0DUNHWW(QWU\\RII3RUVFKHHLQQ&KLQDD 7DEOHHRII&RQWHQWVV
)URPPDD&XOWXUDOO3HUVSHFWLYHH
)URPPDQQ$XWRPRELOHH3HUVSHFWLYHHH )URPPDD%UDQGLQJJ3HUVSHFWLYHH
)URPPDD3URPRWLRQQ3HUVSHFWLYHH
Page 3
0DUNHWW(QWU\\RII3RUVFKHHLQQ&KLQDD
,QWURGXFWLRQQ
$EVWUDFWW ± WKLVV DVVLJQPHQWW GHVFULEHV DQDO\VHVV DQGG HYDOXDWHVV 3RUVFKH¶VV VWUDWHJ\\ WRRHQWHUUWKHH&KLQHVHHPDUNHWWIRUUH[FOXVLYHHVSRUWWFDUV2QQWKHHEDVLVVRIIWKHHOLWHUDWXUHH UHYLHZZ WKHH DVVLJQPHQWW IRFXVHVV RQQ WKHH JHQHUDOO GHFLVLRQQ WRR HQWHUU WKHH PDLQODQG¶VV PDUNHWWDQGGIXUWKHUPRUHHLWWSDUWLFXODUO\\HYDOXDWHVVWKHHFKRVHQQPRGHHRIIPDUNHWWHQWU\\ IURPPFXOWXUDODXWRPRELOHVSHFLILFEUDQGLQJJDQGGSURPRWLRQDOOSHUVSHFWLYHV
:KHQQ WKHH ILUVWW 3RUVFKHH &HQWUHH RSHQHGG RQQ WK RII )HEUXDU\\ LQQ &KDQJJ $QQ $YHQXHH FORVHH WR WKH ³)RUELGGHQQ &LW\´´ LQQ %HLMLQJ RQHH RI WKHH PRVWW IDPRXVV DQGG H[FOXVLYHHEUDQGVVRIIWKHHDXWRPRELOHHLQGXVWU\\PHWWWKHHSHRSOHHRIIPDLQODQGG&KLQDDDD FRXQWU\\PRYLQJJRQQLQQRQO\\WHQQ\HDUVVIURPDIRUPHUUFRPPXQLVWWV\VWHPWRRWKHHPRVWW UDSLGO\\ JURZLQJJ PDUNHWW LQQ WKHH ZRUOG 7KDWW GD\\ ZDVV D PLOHVWRQHH LQQ 3RUVFKH¶VV SURFHVVVRIIPDUNHWWHQWU\\DQGGWKHHIROORZLQJJ\HDUVVVKRXOGGDQGGZLOOOEHHSURRIIRIIWKHH HIILFLHQF\\DQGGHIIHFWLYHQHVVVRIIWKHLUUPDUNHWWHQWU\\VWUDWHJ\
Page 4
0DUNHWW(QWU\\RII3RUVFKHHLQQ&KLQDD /LWHUDWXUHH5HYLHZZ
0DUNHWW(QWU\\
7KHH FKRLFH RI VHUYLFLQJ DD IRUHLJQ PDUNHW DQGG GHYHORSLQJJ VWUDWHJ\\ LVV D IURQWLHUU LVVXHHLQQ LQWHUQDWLRQDOO PDUNHWLQJ ZLWKK WKHH PRGHH RII PDUNHWW HQWU\\ WRR KDYHH D PDMRU LPSDFWWRQQDDFRPSDQ\¶VVSHUIRUPDQFHHLQQWKHRYHUVHDVVPDUNHWWDVVZHOOODVVLWVVRYHUDOOO FRUSRUDWHHSHUIRUPDQFH7KHUHIRUHLGHQWLI\LQJJWKHHPRVWWHIIHFWLYHHPRGHHWRRVXSSO\\DD IRUHLJQQ PDUNHWW LVV RQHH RII WKHH PRVWW LPSRUWDQWW GHFLVLRQVV IDFLQJJ DD ILUP HQWHULQJJ DQQ RYHUVHDVVPDUNHWW&]LQNRWD
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
7KHUHHDUHHDGGLWLRQDOOIDFWRUVVWRREHHWDNHQQLQWRRFRQVLGHUDWLRQ6LPPRQGVV SUHVHQWVV ³VHYHQQ GHDGO\\ WUDSV´´ IRUU HQWHULQJJ IRUHLJQQ PDUNHWVV DQGG DD VWXG\\ RII 3DQ/L7VHH LQQ WKHH ³-RXUQDOO RII ,QWHUQDWLRQDOO %XVLQHVVV 6WXGLHV´´ FRPHVVWRRWKHHFRQFOXVLRQQWKDWWRQQWKHHRQHHKDQGGWKHHPRGHHRIIPDUNHWWHQWU\\LVVFUXFLDOO EXWWRQQWKHHRWKHUUKDQGGWKHHRUGHUURIIPDUNHWWHQWU\\EHLQJJDDILUVWWPRYHUVLJQLILFDQWO\\ GHWHUPLQHVVVXFFHVVVLQQIRUHLJQQPDUNHWV
Page 5
0DUNHWW(QWU\\RII3RUVFKHHLQQ&KLQDD
-RLQWW9HQWXUHVWRRHQWHUU0DUNHWV
-RLQWWYHQWXUHVVWRRHQWHUUPDUNHWVVDUHHDDVSHFLDOOIRUPPRIIVWUDWHJLFFDOOLDQFHVVE\\ZKLFKK WKHHIRUHLJQQSDUWQHUUJHWVVDFFHVVVWRRORFDOOPDUNHWV-RLQWWYHQWXUHVVXVXDOO\\LQYROYHHWKHH WUDQVIHUURIIFDSLWDOZRUNIRUFHWHFKQRORJ\\DQGGSURGXFWEDVHGGNQRZZKRZZIURPWKHH IRUHLJQQ ILUPP WRR DQQ H[LVWLQJJ ORFDOO FRPSDQ\ ZKLFKK FRQWULEXWHVV XQGHUVWDQGLQJ NQRZOHGJHHDQGGH[SHUWLVHHRIIORFDOOPDUNHWVV-RKDQVVRQ $FFRUGLQJJ WRR %HQQHWWW DD IRUHLJQQ FRPSDQ\\ DJUHHLQJJ WRR PDUNHWLQJJ MRLQWW YHQWXUHVV ZLWKK D ORFDOO VDOHVV FRPSDQ\\ LVV DEOHH WR HQWHUU ORFDOO PDUNHWVV TXLFNO\\ DQGG WRR VKDUHH FRVWVV DQGG ULVNVV IRUU PDUNHWLQJJ DQGG VDOHVV RSHUDWLRQV 0RUHRYHUU WKHH IRUHLJQQFRPSDQ\\KDVVDQQLQIOXHQFHHRQQGLVWULEXWLQJJLWVVSURGXFWVVDQGGSUREDEO\\EHWWHUU UHODWLRQVVZLWKKQDWLRQDOOJRYHUQPHQW%HQQHWWWDOVRRIRFXVHVVRQQGLVDGYDQWDJHVVRIIMRLQW YHQWXUHVV OLNHH SRWHQWLDOO IRUU GLVDJUHHPHQWV FRQIOLFWVV LQQ FRUSRUDWHH REMHFWLYHVV DQGG ORQJJWHUPLQYHVWPHQWWIURPPZKLFKKLWWLVVGLIILFXOWWWRRZLWKGUDZ %HQQHWW &KHH+DUULVV $OEDXPP DQGG -RKDQVVRQQ
WKH\\DOOODJUHHHWKDWWWKHUHHLVVDDZLGHHUDQJHHRIISURVVDQGGFRQVVIRUUMRLQWW YHQWXUHVVWRREHHWDNHQQLQWRRFRQVLGHUDWLRQ,QQVXPPDU\\WKHVHHDUJXPHQWVVUHIHUUWRRWKHH IROORZLQJJ DVSHFWVV RII MRLQWW YHQWXUHV SXUSRVHH DQGG PDQDJHPHQWW RII MRLQWW YHQWXUH SDUWQHU¶VV FRQWULEXWLRQ ULVNN RII MRLQWW YHQWXUH RZQHUVKLSS VKDUHVV DQGG FDSLWDOO VWUXFWXUHKRVWWJRYHUQPHQW¶VVUROHUHVSRQVLELOLWLHVVDQGGHDUQLQJVVRIIERWKKSDUWQHUV )XUWKHUPRUHH 2QNYLVLWW DUJXHVV WKDWW LQQ VRPHH FDVHVV HLWKHUU OHJDOO FLUFXPVWDQFHVVSUHVVXUHHIURPORFDOOJRYHUQPHQWRUUVRFLDOOFRQGLWLRQVVIDPLOLDOODQG WLJKWO\\ NQLWW UHODWLRQVKLSVV LQQ KLJKK FRQWH[WW FXOWXUHV IRUFHH IRUHLJQQ FRPSDQLHVV WR DJUHHHWRRDDMRLQWWYHQWXUH
-RLQWW9HQWXUHVWRRHQWHUUWKHH&KLQHVHH0DUNHW
&RPSDQLHVV WKDWW SODQQ WRR HQWHUU WKHH &KLQHVHH PDUNHWW RIWHQQ FKRRVHH MRLQWW YHQWXUHVV DVV WKHLUU PRGHH RII PDUNHWW HQWU\ $VV PHQWLRQHGG DERYHH 2QNYLVLW ERWKK SUHVVXUHH IURPP WKHHJRYHUQPHQWWDQGGVRFLDOOFRQGLWLRQVVPD\\UHTXLUHHDORFDOOSDUWQHUUWRRVXFFHVVIXOO\\ HQWHUUDQGGHVWDEOLVKKLQQWKHH&KLQHVHHPDUNHW
Page 6
0DUNHWW(QWU\\RII3RUVFKHHLQQ&KLQDD
:DOWHUV6DPLHHHDUJXHHWKDWWLQ&KLQDDLQQSDUWLFXODUUWKHHOHJDOOV\VWHPP LVVRIWHQQQRWWWUDQVSDUHQWVRPHWLPHVVFRQWUDGLFWRU\\DQGGFDQQFKDQJHHTXLFNO\\ZLWKRXW ZDUQLQJ 6LQJOHH RIILFLDOVV KDYHH D VLJQLILFDQWW LQIOXHQFHH RQQ EXVLQHVVV DFWLYLWLHVV DQGG WKHUHIRUHHFORVHHUHODWLRQVDQQXQGHUVWDQGLQJJRIIWKHHORFDOOHQYLURQPHQWWDQGGWKHHDELOLW\\ WRRQHJRWLDWHHDUHHFUXFLDO
)XUWKHUPRUH+RRRXWOLQHVVWKHHLPSRUWDQFHHRIIUHODWLRQVKLSVVJXDQ[L LQQ&KLQD7KHHFRQFHSWWRIIJXDQ[LLQQJHQHUDOOPHDQVVWKDWWH[FKDQJHHEHWZHHQQVHOOHUVV DQGG EX\HUVV RIWHQQ LVV EDVHGG RQQ VRFLDOO UHODWLRQVV UDWKHUU WKDQQ ULJKWV SULYLOHJHVV RUU SUHIHUHQFHV ,QQ KLVV FRQFOXVLRQQ KHH VWURQJO\\ DGYLVHVV IRUHLJQQ FRPSDQLHVV HQWHULQJJ &KLQHVHHPDUNHWWWRRLQYHVWWLQQJXDQ[LQHWZRUNVVDQGWRRGHYHORSSDDSRVLWLYHHFRUSRUDWHH FLWL]HQQLPDJH
-
-
-
-
Upload your own papers! Earn money and win an iPhone X. -
-
Upload your own papers! Earn money and win an iPhone X. -
-
Upload your own papers! Earn money and win an iPhone X. -
-
Upload your own papers! Earn money and win an iPhone X. -
-
Upload your own papers! Earn money and win an iPhone X. -
-
Upload your own papers! Earn money and win an iPhone X.