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

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The study also compares the company’s USA market mix to that of Toyota, which is one of Chery’s greatest competitors. The study 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 Toyota has also achieved success using a similar strategy. The paper recommends that Chery improves a few aspects of its marketing mix by making its activities more adaptive to the US market.
Chery is China’s top car exporter with sales in over 100 countries in the world. The company has car assembly plants Asia, Africa, Europe, and South America and utilizes proprietary technology in the manufacture of cars and car components for original-equipment companies all over the world (National bureau of statistics of China, 2005). The company now has its own car models and over the past five years it has been accelerating globalization by entering new markets all over the world (Chery Auto Ltd, 2010).
The USA is known for its car market culture that is largely associated with the catch phrase ‘American Dream’. This implies high quality flashy vehicles that are also expensive and high on fuel consumption (Isobel and Robin, 2009). Over the years the market has been characterized by high vehicle sales rates and competition between few but powerful car manufacturers. However, economic struggles and new fuel consumption restrictions have changed this culture over the last decade (Isobel and Robin, 2009).
Marketing mix generally involves the development and coordination of marketing activities products, their pricing, their promotion, and their distribution (Chai, 2009). Traditionally the main considerations for marketing mix were referred to as the 4Ps including product, price, place, and promotion (Chai, 2009). With increasing sophistication of the marketing, three more Ps have been added to make what is now known as the 7Ps of marketing. These include people, process, and physical evidence (David, 2001). The marketing strategy that a company needs to employ to combine the 7Ps for desirable market outcomes is what is generally referred to as the marketing mix.
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