International Business for Herts Entering China

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eHertz Corporation

Marketing 70 --- International Business

Chao Gao, Heejin Kim, Minjian Ruan

Table of Content

Executive Summary2
Competitive Analysis4
1. Competitors4
2. Competitors’ Market5
3. Competitors’ Advantage5
4. Competitors’ Status6
Environment Analysis6
1. Economical7
2. Social/Administrative8
3. Cultural9
4. Geographical10
Financial & Other Risk Assessment10
1. Financial Analysis10
2. Other Risk12
SWOT Analysis12
1. Strength12
2. Weakness13
3. Opportunities13
4. Threats14
Target Market14
Promotion Strategy15
1. Pull Strategy15
2. Push Strategy16
Pricing Strategy16
1. Growing Stage16
2. Maturity Stage17

Executive Summary
America car rental company, Hertz corporation is going to enter the Chinese market by doing Joint Venture with eHi Auto Services Co., Ltd, which is second largest car rental company in China. By using Joint Venture, Hertz and eHi Auto Services Co., Ltd can compete with the first largest company, China Auto Rental Holdings Inc. and our services will be competitive in this market. In the environment analysis perspective, GDP of China was 7,298,147 million in 2011 and it has increased continuously, ranking as the second following the US. Chinese people think that a car has become more and more important role in their normal life than past. So we expect that the demand of a rent car will be high. In China, having a car is a symbol of position and wealth so many people want to have a car. Leasing or short-term rentals are good alternatives for them. Some companies provide their employees rental car for their business, such as sales, meeting etc. And when someone has a car but get drunk in get-together, she/he can call our company to drive her/his car instead, called designated-driver service. Eastern culture emphasizes term “Guanxi” is important for business and their life especially in China. So it happens...
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