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

car industry through various aspects of strategic marketing mix. This paper concludes by recommending adaptation marketing mix strategies with specific reference to joint ventures as a key entry strategy for Chery into U.S.A. This paper also recommends “overdesign, overtest and overservice” of Chery cars as a strategy gain U.S.A. consumers’ confidence in Chinese products. Chery automobile limited, a Chinese car company founded in the year 1997 has gone through tremendous growth and is today one of the biggest car manufacturing company.

The car company currently manufactures minivans, 15 different types of passenger cars, as well as commercial vehicles including A5 sedan, V5 crossover and the QQ compact. Chery’s annual car productions and sales stand at 900,000 and 800,000 cars respectively (PR, 2014). The company’s brands include Eastar, Chery and Tiggo which was latest brand launched in 2013 in china. American cultural dimension is dominated by masculinity and individualism and are the important factors driving the U.S.

car industry for long time in history. As stated by Ijose (2009 p.4), U.S. car industry is the largest, valuable, and competitive industry of the world posing big threat to three domestic manufacturers Ford, GM and Chrysler. The U.S. Car market shares as per 2009 congressional records are: GM 22.3%, Ford 15.1%, Chrysler 11.0%, Asian brands 44.6% and German brands 6.5% (Cooney, 2009 p.16). Chery’s cars in the United States are totally a different market and the marketing philosophy is polycentric since U.S. is a unique market for cheese cars.

The high numbers of products recalls have served major blows to Chinese automotive products’ acceptance in the America. The masculinity and individualism culture of the market calls for geocentric philosophy s an approach to design of Chery’s cars for the U.S. market. Lin Zhang acknowledges that "No question, the U.S. is the most