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Marketing Mix for U.S.A car market Chery Cars China - Essay Example

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Some of the companies have succeeded whereas others have drastically failed. Chery company in China is one that is yet to invest in the USA. Isdera Company from Germany is…
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Marketing Mix for U.S.A car market Chery Cars China
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Download file to see previous pages The Isdera Company should also go for standardization of its operations. It can be concluded that all the seven elements of the marketing mix are imperative to a successful international business.
Founded in 1997, Chery Company is in the automotive industry in China, specializing in manufacture of minivans, and passenger cars (CheryInternational, 2014). Records indicate that this company is the largest exporter of passenger cars in China, a record that it has held since 2003 (AsiaTimes, 2014). The operations of this company are mainly based in China, but it has also extended its operations to other countries such as Argentina, Egypt, and Iran among others. The company’s most recent developments include the joint ventures with Qoror and Tata motors, a move which has led to the increased production of Chey Jaguar and Chery Land rover (CheryInternational, 2014).
The USA car buyers and users are a unique lot. While buyers in other countries prefer big and huge vehicles, the USA consumers prefer the smaller sized vehicles (Luxury Daily, 2013). They also prefer vehicles with the latest technology. One rule under which the USA consumers operate is the “value for money”. They are not afraid to spend large sums of money so long as the product is worth it (Arguea, Hsiao and Taylor, 2006). They also consider their status when buying a car as they are a populace that values elegant appearances.
Marketing mix refers to the strategies and activities that an organisation considers to ensure that the needs of its customers are adequately and sufficiently met (Bowman and Gatignon, 2010). There seven elements in this mix include product, place, price, promotions, physical environment, people and process. Each element is a great determinate of the success of a business, especially one that has grown global as Wendooth (2009) notes.
In a bid to achieve homogenization, manufacturers have opted to embrace globalization and see the world as one ...Download file to see next pagesRead More
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