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Marketing Mix for U.S.A Car Market - Chery Cars China - Book Report/Review Example

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The paper "Marketing Mix for U.S.A Car Market - Chery Cars China" highlights that Chery, in order to enter the market segments of the US to perform business operations effectively, is required to provide better innovative, environmentally friendly as well as fuel-efficient cars…
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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 Chery Company was founded in the year 1997. Headquarter of the company is located in Anhui, China. The company has been conducting the operation in different regions that include Indonesia, Russia and North America among others. The product range of the company comprises commercial vehicles, minivans and passenger vehicles. During the period 2010, the company has revealed impressive performance from its business operations. However, the sales figure of the company is deemed to be declining (Chery Inc, 2013). In this respect, the company developed a joint venture with Jaguar Land Rover on a 50-50 partnership with the aim of performing business operations in a competitive manner. Additionally, the company has planned to enter the market segments of the US in order to improve its sales and profit margin (Gupta & Wang, 2009; Jaguar Land Rover, n.d.). In the US, the automobile is regarded as one of the most important aspects towards the society along with infrastructure. Cars are used as an effective mode of transportation, freedom, status and identity. The youths of the nation consider cars as a consideration for their lifestyles. Presently, the US car culture is seemed to be changing owing to increased fuel prices and development of technology. The US people demand more fuel efficient as well as environment-friendly cars. The people have revealed their greater interest towards innovative and quality cars (KPMG LLP, 2012; Firat, 1997).
Companies are required to adopt a marketing mix strategy with the aim of influencing the responses of consumers towards certain products and/or services. Marketing mix comprises 7Ps that are a product, promotion, process, place, price, people and physical environment.
Chery, in order to enter the market segments of the US to perform business operations effectively, is required to provide better innovative, environmentally friendly as well as fuel-efficient cars. The company will adopt the similar production process as practised in China. The company will mainly target youth as practised in China. ...Download file to see next pagesRead More
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