Internationalization strategy and activities of Bentley in China - Dissertation Example

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. Aside from conducting Porter’s five forces and PESTLE analysis, the automobile industry in China was carefully examined by determining its market structure.

In relation to the internationalization trajectory of Bentley Motors, this study explained why establishing a strong dealership network was chosen by this company. 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. Globalization encourages the shift operating multinational companies towards a more interdependent way of doing business.

Since the era of globalization, a lot of large-scale companies including Volkswagen – the parent company of Bentley Motors have been expanding their business operations in different countries all over the world (Automotive News, 2013; Volkswagen, 2013a, 2013b; Ewing, 2011). International business is also known as “global business” or the act of doing business in a foreign country (Toyne and Nigh, 1999, p. 186). In relation to the internationalization strategy and business activities of Bentley Motors in China, this study aims to discuss and critically analyze its marketing channel management.

The intended readers for this study include all academic personnel who wish to gain more insight about internationalization strategies. To give the readers a better understanding about the research topic, the socio-economic background in China will first be tackled followed by analyzing its automobile industry, discussing the advantages and disadvantages of entering China, the rationale for carrying out its business expansion plan, and its marketing channel management using STP model analysis.