Research On Enhancing Marketing Capabilities Of Cadillac In China

For the stability of China’s economic development and people’s living standards overthe past decade, a significant increase in the purchasing power of luxury cars increasinglyhighlighted its dominant position in the passenger car market. The world’s major luxuryautomobile manufacturers compete fiercely in China and treat the Chinese market asimportant part of its global strategy and oversea key market.Since General Motors’ luxury car brand Cadillac entering China market in2004, dueto American car style’s negative image like "huge volume" and “poor fuel” as well as someof its branding constraints, the sales of Cadillac over the past few years is not as expectedas market leader. However, Cadillac decided to active passively to adapt to the Chinesemarket, like mobilizing positive factors of the brand, developing localized products andapplying local preferred marketing methods. It has been gradually searching a way suitedto its living in China.This thesis applies marketing STP analysis framework,6Ps marketing mix theory todiagnosis, analysis and planning of Cadillac’s marketing power. Finally, it providesscientific, practical and strategic policies for Cadillac developing in China.