Global Marketing - Market Entry of 'Dr. Ing. hc. F. Porsche AG' in China

Travail d'étude , 2004 , 17 Pages , Note: 70

Gestion d'entreprise - marketing en ligne et marketing hors ligne

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.

Inhaltsverzeichnis (Table of Contents)

• Introduction
• Literature Review
  • Market Entry
  • Joint Ventures to enter Markets
  • Joint Ventures to enter the Chinese Market
  • Joint Ventures to enter the Chinese Automotive Market
  • Joint Venture of Porsche and Jebsen to enter the Chinese Market
• Management Implications
  • Evaluation of Porsche's Market Entry
    • Evaluation of the General Decision to enter Chinese Market
    • Evaluation of the Mode of Market Entry
      • From a Cultural Perspective
      • From an Automobile Perspective
      • From a Branding Perspective
      • From a Promotion Perspective
  • Recommendations
• Conclusion

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This assignment provides an analysis and evaluation of Porsche's strategy to enter the Chinese market for exclusive sports cars. The assignment examines the general decision to enter the Chinese market and evaluates the chosen mode of market entry from various perspectives, including cultural, automobile-specific, branding, and promotional considerations.

• Porsche's market entry strategy in China
• The decision to enter the Chinese market
• Evaluation of the joint venture model
• Cultural, automobile-specific, branding, and promotional factors
• The significance of Porsche's entry in the Chinese market

Zusammenfassung der Kapitel (Chapter Summaries)

• Introduction: This chapter provides a brief overview of Porsche's market entry strategy in China, highlighting the significance of their decision to enter the rapidly growing Chinese market.
• Literature Review: This chapter explores the theoretical framework of market entry strategies, focusing on joint ventures as a mode of entry. It examines the advantages and disadvantages of joint ventures, particularly in the context of the Chinese market.
• Management Implications: This chapter evaluates Porsche's market entry strategy from various perspectives, analyzing the general decision to enter the Chinese market and the specific choice of a joint venture as the mode of entry. It considers cultural, automobile-specific, branding, and promotional factors.

Schlüsselwörter (Keywords)

This paper focuses on the topic of market entry, specifically exploring Porsche's strategic decision to enter the Chinese market for exclusive sports cars. Key themes include joint ventures, cultural considerations, branding strategies, and the impact of market entry on corporate performance. The study also examines the unique challenges and opportunities presented by the Chinese market.

• Université: University of the West of England, Bristol
• Note: 70
• Auteur: Karsten Klauenberg (Auteur)
• Année de publication: 2004
• Pages: 17
• N° de catalogue: V185896
• ISBN (ebook): 9783656990321
• ISBN (Livre): 9783656991366
• Langue: anglais
• mots-clé: global, marketing, market, entry, porsche, china