Internationalization strategy and activities of Bentley in China - Dissertation Example

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Bentley Motors’ Marketing Channel Management in China Total Number of Words: 9,250 Executive Summary The automobile industry in China is one of the fastest growing in the world. To examine Bentley Motors’ marketing channel management in China, a quantitative research survey study was conducted to test whether or not the current marketing distribution channel that was adopted by Bentley Motors is effective in terms of capturing the interest of its target market and increasing the overall satisfaction of its target customers…
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Internationalization strategy and activities of Bentley in China
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Download file to see previous pages Recently, there is a significant change in the Chinese governments’ treatment on foreign investors. In case Bentley Motors would eventually decide to expand its production line in Western China, this study highly recommends that the company should enter into joint venture agreement with a local partner. Table of Contents Executive Summary.................................................................................................................. 2 Table of Contents ..................................................................................................................... 3 1. Introduction .................................................................................................................. 6 1.1 Purpose of the Research Study ...................................................................... 6 1.2 Background of the Title Selection ................................................................ 6 1.3 Scope and Limitations ................................................................................... ...
.................. 10 2. Literature Review ........................................................................................................ 11 2.1 Socio-Economic Background of China ........................................................ 11 2.2 Automobile Industry Analysis in China ....................................................... 13 2.2.1 Market Structure ........................................................................ 14 2.2.2 Porter’s Five Forces Model Analysis ......................................... 15 2.2.2.1 Rivalry among Existing Firms .............................. 15 2.2.2.2 Potential Threats of New Entrants ........................ 16 2.2.2.3 Threats for Product Substitution ........................... 16 2.2.2.4 Bargaining Power of Suppliers ............................. 16 2.2.2.5 Bargaining Power of Buyers ................................. 17 2.2.3 PESTLE Analysis ....................................................................... 17 2.2.3.1 Political Issues ....................................................... 17 2.2.3.2 Economic Issues .................................................... 18 2.2.3.3 Social Issues .......................................................... 19 2.2.3.4 Technological Issues ............................................. 19 2.2.3.5 Legal Issues ........................................................... 20 2.2.3.6 Environmental Issues ............................................. 20 2.3 Advantages and Disadvantages of Entering the Market of China ............... 20 2.4 Marketing Channel Management of Bentley Motors .................................. 21 2.4.1 STP Model Analysis .................................................................. 21 2.4.1.1 Segmentation ...Download file to see next pagesRead More
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