Marketing for Holden
The comprehensive analysis of market entries to China for Holden
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Executive summary
With more and more countries taking part in the international trade, the world’s market is expanding in a rapid pace. How to make use of the enlarging market and remain competitive become urgent for those participants. Market diversification is a good way to take full advantage of the resource and improve the efficiency by enlarging the business scope. In addition, it can also ease the pressure of competition and reduce the cost. The report mainly discuss that Australian Holden may enter Chinese market and chooses Shanghai as the target market. The report firstly analyzes the Australian and Chinese market and briefly introduces Shanghai. Then it presents the market-entry strategies and focuses on comparison on the advantages and disadvantages of Export-based entry and manufacturing-based entry. Through the comparison, the export-based entry is recommended to Holden. Finally, the report analyzes the 4p in marketing, which are price, place, products and promotion. In short, Shanghai is a bid developed country with the encouragement from the government to promote the development of automobile industry.
Table of contents
1.0 Introduction………………………………………………………………………. 1
2.0 International and domestic marketing environment analysis…………………….. 2 2.1 The analysis of Australian and Chinese market……………………………… 2 2.2. Estimated market size and gap analysis in Shanghai………………………... 3 2.3 Expected sales and market share analysis…………………….……………… 4
3.0 Market entry strategies…………………………………………………………….5 3.1 The analysis of Export-based entry………………………………………….5 3.2 The analysis of manufacturing-based entry………………………………….6
4.0 Recommendation on how to enter Chinese market ………………………………6 4.1. Market entry strategy choice…………………………………………………..6 4.2 Estimated
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Executive summary
With more and more countries taking part in the international trade, the world’s market is expanding in a rapid pace. How to make use of the enlarging market and remain competitive become urgent for those participants. Market diversification is a good way to take full advantage of the resource and improve the efficiency by enlarging the business scope. In addition, it can also ease the pressure of competition and reduce the cost. The report mainly discuss that Australian Holden may enter Chinese market and chooses Shanghai as the target market. The report firstly analyzes the Australian and Chinese market and briefly introduces Shanghai. Then it presents the market-entry strategies and focuses on comparison on the advantages and disadvantages of Export-based entry and manufacturing-based entry. Through the comparison, the export-based entry is recommended to Holden. Finally, the report analyzes the 4p in marketing, which are price, place, products and promotion. In short, Shanghai is a bid developed country with the encouragement from the government to promote the development of automobile industry.
Table of contents
1.0 Introduction………………………………………………………………………. 1
2.0 International and domestic marketing environment analysis…………………….. 2 2.1 The analysis of Australian and Chinese market……………………………… 2 2.2. Estimated market size and gap analysis in Shanghai………………………... 3 2.3 Expected sales and market share analysis…………………….……………… 4
3.0 Market entry strategies…………………………………………………………….5 3.1 The analysis of Export-based entry………………………………………….5 3.2 The analysis of manufacturing-based entry………………………………….6
4.0 Recommendation on how to enter Chinese market ………………………………6 4.1. Market entry strategy choice…………………………………………………..6 4.2 Estimated