Strtegic Analysis Of Volvo CAR In China

Volvo car was a famous luxury brand in northern Europe, Chinese private enterprises successfully acquired this brand in 2010. Volvo is a company with a long history of the automobile manufacturing enterprise, Volvo cars is one of the series. This brand had brilliant achievements, with the later poor operating performance. Along with the development and changes in the international economic situation, China become an important market for international automobile consumption, in automobile industry Chinese time has came. The revival of Volvo rely on Chinese market. This article uses the theory and method of enterprise strategic management, analysis the external environment of Volvo car, research the brand internal competitive advantage, to explore the development strategy of Volvo cars in Chinese.This article is divided into five chapters. The first chapter introduces the research background and purpose. The second chapter briefly introduces the related theories of strategic management, SWOT analysis, PESE analysis etc. as well as the research technique route. The third chapter focuses on the use of SWOT analysis, analyze the Volvo cars’ external environment and internal condition in Chinese market, finding Volvo brand development plan. The fourth chapter is based on the analysis conclusion, exploring the Volvo brand strategy, including brand strategy, Localization strategy, Product strategy, marketing strategy. The fifth chapter analyzes resources to support the strategy.