Business Case Studies, Going Global & Managing Global Businesses Case Study, Cairn India

print page
Tell A Friend
Bookmark
 

Case Categories

Going Global & Managing Global Businesses Case Study

IBS CDC IBS CDC IBS CDC IBS CDC RSS Feed
Case Title:

China’s Automaker Chery’s Global Expansion: Can it Race Past the ‘Made in China’ Image?

Publication Year : 2010

Authors: Thadamalla J, Dadhwal V, Syed A

Industry: Automobiles

Region:Global

Case Code: GGL0060IRC

Teaching Note: Not Available

Structured Assignment: Not Available

Buy This Case Study
OR





Abstract:
In 2008, China based independent automaker, Chery Automobile Co Ltd, emerged as the most successful domestically branded auto company in China. In just over a period of ten years, Chery had grown to become the largest exporter of passenger cars in China. Its key markets comprised only of the developing nations, but Chery was keen to reach out to the developed markets in the US and Europe. While competing with global icons like General Motors (GM), Ford, Chrysler, Toyota, Honda and Nissan remained a major challenge for Chery, global perception for 'made in China' brands posed a greater challenge. Analysts believed that Chery would need to run an extra mile to race past the 'made in China' image, which symbolises poor-quality, inexpensive and low-end goods among international consumers.

Pedagogical Objectives:

  • To positioning of Chinese automakers in the global automobile industry
  • To emergence of 'made in China' auto brands
  • To challenges for these brands in the global market.
  • To trends in the global automobile industry.

Keywords : Chery Automobile Co Ltd; Chinese automobile industry; 'Made in China' brand image; Global expansion strategy; Strategic alliances; Competitive advantage; Competitive dynamics; Intellectual property rights; Brand positioning; Brand perception; Market entry strategies; Business environment; Demand dynamics; Global automobile industry; Green cars

Recently Bought Case Studies

    Recently Bought Case Studies
advertisement

    Executive Interviews

  • David ConklinDavid Conklin

    David Conklin, is a professor at the Richard Ivey School of Business
    Speaks on Government and Business
  • Lord Meghnad DesaiLord Meghnad Desai

    Lord Meghnad Desai, is an Indian-born British economist and Labor politician
    Speaks on Government and Business
  • Vijay GovindarajanVijay Govindarajan

    Vijay Govindarajan, is widely regarded as one of the world’s leading experts on strategy and innovation
    Speaks on Reverse Innovation
  • View All Executive Interviews»






Contact us: IBS Case Development Centre, Plot No. #44, Nagarjuna Hills, Punjagutta, Hyderabad - 500082. INDIA
Ph: (+91) 40 23435310/11, 23435393 Fax: (+91) 40 23430288
E-mail: casehelpdesk@ibsindia.org

©2003-2013 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap