Chery Auto's Success Story
|
Case Code: BSTR377 Case Length: 13 Pages Period: 2003-2010 Pub Date: 2010 Teaching Note: Not Available |
Price: Rs.400 Organization: Chery Auto Industry: Automobile Countries: China Themes: Growth and Expansion Strategies |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
The Growth Strategy
Since its inception, Chery had believed in the principle of 'no stability without domestic market, no strength without overseas market, аnd promoting its business in both domestic as well as the overseas market.'...
Going Global
According to Yin, Chery initially did not proactively pursue global expansion like exporting cars to foreign nations and setting up plants abroad. In 2001, a Syrian auto dealer, who wanted to import Chery's cars to Syria, approached the company with a proposal. Initially, Chery planned to reject the proposal as it had not even thought of exporting its cars till then...
The Challenges
Chinese products were often perceived to be of inferior quality by many developed nations. Chinese goods lacked a strong brand image and goodwill among consumers in developed nations and hence Chinese car makers initially focused on exporting to developing markets more...
The Road Ahead
In February 2010, Chery announced its ambitious plan of launching 17 new car models in 2010 alone. This came as a surprise to many analysts. Launching more than one model on an average every month was looked upon as a risky strategy, especially during a time when world economies were yet to recover from an economic crisis...
Exhibits
Exhibit I: A Note on the Chinese Automobile Industry
Exhibit II: The Spark and QQ Models
Buy this case study (Please select any one of the payment options)
| Price: Rs.400 |
Price: Rs.400 | PayPal (9 USD) |
