Font Size: a A A

A Study On Lifan Motocycle Marketing Strategy In Vietnam

Posted on:2004-11-06Degree:MasterType:Thesis
Country:ChinaCandidate:L PengFull Text:PDF
GTID:2156360095960360Subject:Business Administration
Abstract/Summary:PDF Full Text Request
Since 1980, China has been taking Open policy. Their domestic industry grows very fast, motorcycle industry, in particular, has become the top one over the world in term of annual output. Due to domestic consumption environment change, limitation of civilian consumption capability and throat-cutting competition among motorcycle manufactures, there is no enough room in China market for industry growth. Chinese motorcycle makers have to enter into international market for further development. Among them, LiFan is a typical one. Established in 1992, LiFan undertook cost-leading competitive strategy, pioneering into motorcycle international market in large scale. LiFan has become the market leader of lower-end motorcycle in Vietnam market under the direction of correct local market development strategy.LiFan used various strategic analysis instruments including product-market method, SWOT model when making Vietnam market -developing strategy. In addition, theory of industry transfer and previous market experience in Chinese market were also taken into account. Based on in-depth analysis, LiFan finally made its successful Vietnam market strategy.In Vietnam market-developing strategy, LiFan took lower-end motorcycle market as its target, carried out 4ps approaches to enter into local market and successfully grasped lion market share. Meanwhile, LiFan creatively corporate Sports star and sport events with its performance of brand strategy, enjoying great popularity in local market.In order to meet the challenge from changing market environment, new market strategies were raised. Firstly, implementing localization strategies by establishing a business group of Joint ventures, cooperating ventures. Then building up the direct localsales channel. Secondly, carrying out brand-extending strategy, to build and utilize prime value of LiFan brand. Thirdly, practicing green marketing strategy enable LiFan to be real famous brand in local market.
Keywords/Search Tags:motorcycles, development strategy, marketing strategy in Vietnam
PDF Full Text Request
Related items