Daewoo Turbine Engine Research, Marketing Strategy In China

With China entering into WTO (World Trade Organization) and its GDP per Capita exceeding 1,000 USD, lots of multi-national corporations are getting to pay more attention on Chinese market, which is the biggest one in the world with high growth rate. They increase their investments and establish R&D centers or manufacture factories in China, with much warm enthusiastic devotion to this dynamically developing market.DAEWOO HEAVY INDUSTRIES & MACHINERY LTD (DHIM) was recognized on the basis of Heavy Equipment Department from DAEWOO Group, which was dismissed after Asia Crisis in 1997. DHIM really hoped to bring its previous brilliance back to China market. Following with the valuable experience from Excavator and Forklift projects in China, DAEWOO management decided to launch their engine business in China.As a competitive challenger, DAEWOO ranked No.2 in the relative market within only one year. We will present this highly successful case to explore more about how to put the modern marketing theory into practical business strategic operations.