ReportonInternationalMarketing报告.docx
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ReportonInternationalMarketing报告.docx
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ReportonInternationalMarketing报告
InternationalMarketing
Businessreport
题目:
ReportonCheryentering
SouthAfrica
学院:
外国语学院
专业:
英语
学号:
36,30,33,
小组成员:
姜浩,徐昊,明廷辉,向望望,胡婷婷
指导教师:
胡凯
2014年月日
Content
Introduction
●Cherycorporation
●BackgroundofChery’sstrategyofglobalization
Currentsituation
●Thereasonswhyitisconsideringenteringinternationalmarkets
●SourcesofinformationthatCheryshouldaccessbeforedecidingwhichinternationalmarketstoenter
Marketingentrymode
Marketingstrategy
Recommendedactions
Conclusion
Reference
ReportonCheryenteringSouthAfrica
Introduction
BackgroundofChery’sstrategyofglobalization
CheryAutomobileCo.,Ltd.wasfoundedin1997byfiveofAnhui’slocalstateownedinvestmentcompanieswithaninitialcapitalizationofRMB3.2billion.PlantconstructioncommencedonMarch18,1997inWuhu,AnhuiProvince,China.ThefirstcarcameofftheproductionlineonDecember18,1999.AndonAugust22,2007,theone-millionthcarofCheryrolledouttheassemblylinesuccessfully,whichsignifiesthatCheryhasalreadyachieveditsfirst-stagegoalintheprocessofbuildingasuccessfulindependentChinesebrand,andisnowonitswaytocreateaworldfamousbrandthroughopeningandinnovation
Atpresent,CherypossessesafullsetofproductionandR&Dunits,suchasCarFactories,EngineFactories,TransmissionFactory,AutomotiveEngineeringandResearchInstitute,Planning&DesignInstituteandTestingTechnologyCenter,andboastsanannualoutputof650,000cars,650,000enginesand400,000setsoftransmissions.Chery’sexistingproductsincludedozensofmodelsundertencarsseries(QQ3,QQ6,A1,Riich2,Cowin,Karry3,A5,Tiggo3,EastarandCrossEastar).Bytheendof2007,thenumberofCheryemployeeshadreached25,000,anditstotalassetshadexceededRMB22billion.
"globalization"isthestrategicdevelopmenttarget.Chery,Chery,fromearlydevelopmenttodevelopinternationalanddomesticmarket,activelyimplementingthestrategyof"goingout",isdevelopingveryfast.TheU.S.hasbeentheworld'slargestautosalesmarket,cheryautomobile,hasthenecessityandfeasibilityofthemarket,onthebasisofanalysisoftheinitialwillputintofashionbutdoesnotpayfortheyouthmarkettargetmarket,andputsforwardthecorrespondingproduct,price,promotionstrategyanddistributionstrategy.Basedonthefactors,cheryautomobileresearchanddevelopmentintheAmericanmarketmarketingstrategyanalysis.
Recommendations
Q1.Thereasonswhyitisconsideringenteringinternationalmarkets
AfterthatadaptationtothecurrentsituationandpolicyChinajoinedWTO,greatlyreducedbytariffsandotherconditionstoreducethelargenumberofconstraints,foreigncarsintoChinesemarket,becauseofforeignscientificandtechnologicaladvantages,theproductionefficiencyishigherthanourcountry,theproductionofautomobileandlowcost,sotheforeigncarsconsiderablyarecheaperthanChinesecars.ForlargeforeigncarsmanufactruerstoentertheChinesemarket,occupythedomesticautomarket,enterpriseshaveagreatwilltoourcountry’sautomobileindustry.However,asaresultofforeignautomotiveproductstoourcountryautomobileproductimpact,promotingChina'sautomobileindustrytoacceleratetheimprovementofscienceandtechnology,improveproductionefficiency,reduceproductioncosts,toresisttheimpactofforeignproducts,haveagreateffectontheautomobileindustryofourcountryonbothscienceandtechnologyimprovement.therefore,intheformofeconomicglobalization,reduceproductioncosts,improveproductquality,toseizeglobalmarket,theenterprisesarebiggerandstronger.SoCherycompany’sdevelopingofnewmarketiscompliedwiththedevelopmentofthecurrentsituationanditsown.
ForeigncountrieshaveavastconsumermarketTheoutsideworldhasabroadconsumermarket,suchasSouthAfrica.SouthAfricaarethebiggestintheworldattheheightofthematureperiodofautomobileconsumptionmarket,itscharacteristicistomaintainthebasicstabilityoftheoverallsales.SouthAfricain2005hadsalesof16948000units,salesin200616503000[2],from16100000in2007,althoughthethreeannualsalesshrinkalittlebit,butinmajorglobalmarketssalesrankingsstillareinthetop.TheRenaultNissanAllianceCEOCarlosGennsaid,hedidnotthinkthesituationwillcontinue,SouthAfricaautomobilemarketwillnotbelonginrecession[3].Accordingtoexpert’sestimations,inSouthAfricacarsaleswillriseoverthenextfewyears,2015saleswillreach18300000units.SouthAfricanhasstrictstandardmarketintheworldofautoindustrybibcock,fiercecompetitionandstrictrequirementsinautomobilemarketwillacceleratethematurityandperfectionofCheryautomobileitself.
SourcesofinformationthatCheryshouldaccessbeforedecidingwhichinternationalmarketstoenter
PESTEanalysisinSouthAfrica:
Labourmarket
Workerspackingpearsforexportinthe Ceresvalley
During1995–2003,thenumberofformaljobsdecreasedandinformaljobsincreased;overallunemploymentworsened.[45]
Thegovernment's BlackEconomicEmpowerment policieshavedrawncriticismfromNevaMakgetla,leadeconomistforresearchandinformationattheDevelopmentBankofSouthernAfrica,forfocusing"almostexclusivelyonpromotingindividualownershipbyblackpeople(which)doeslittletoaddressbroadereconomicdisparities,thoughtherichmaybecomemorediverse."[123] Official affirmativeaction policieshaveseenariseinblackeconomicwealthandanemergingblackmiddleclass.[124] Otherproblemsincludestateownershipandinterference,whichimposehighbarrierstoentryinmanyareas.[125] Restrictivelabourregulationshavecontributedtotheunemploymentmalaise.[45]
AlongwithmanyAfricannations,SouthAfricahasbeenexperiencinga"braindrain"inthepast20years.Thisisbelievedtobepotentiallydamagingfortheregionaleconomy,[126][notincitationgiven][clarificationneeded] andisalmostcertainlydetrimentalforthewell-beingofthosereliantonthehealthcareinfrastructure.[127] TheskillsdraininSouthAfricatendstodemonstrateracialcontoursgiventheskillsdistributionlegacyofSouthAfricaandhasthusresultedinlargewhiteSouthAfricancommunitiesabroad.[128] However,thestatisticswhichpurporttoshowabraindrainaredisputedandalsodonotaccountfor repatriation andexpiryofforeignworkcontracts.Accordingtoseveralsurveys[129][130] therehasbeenareverseinbraindrainfollowingtheglobalfinancialcrisisof2008-2009 andexpirationofforeignworkcontracts.Inthefirstquarterof2011,confidencelevelsforgraduateprofessionalswererecordedatalevelof84%inaPPSsurvey.[131]
Culture
Mainarticle:
CultureofSouthAfrica
Decoratedhouses, Drakensberg
TheSouthAfricanblackmajoritystillhasasubstantialnumberofruralinhabitantswholeadlargelyimpoverishedlives.Itisamongthesepeoplethatculturaltraditionssurvivemoststrongly;asblackshavebecomeincreasinglyurbanisedand Westernised,aspectsoftraditionalculturehavedeclined.Membersofthemiddleclass,whoarepredominantlywhitebutwhoseranksincludegrowingnumbersofblack,colouredandIndianpeople,[152] havelifestylessimilarinmanyrespectstothatofpeoplefoundinWesternEurope,NorthAmericaand Australasia.
The SouthAfricanScoutAssociation wasoneofthefirstyouthorganisationstoopenitsdoorsto youth andadultsofallracesinSouthAfrica.Thishappenedon2July1977ataconferenceknownas QuoVadis.
Popularculture
The SouthAfricanmedia sectorislarge,andSouthAfricaisoneofAfrica'smajormediacentres.WhileSouthAfrica'smanybroadcastersandpublicationsreflectthediversityofthepopulationasawhole,themostcommonlyusedlanguageisEnglish.However,alltenotherofficiallanguagesarerepresentedtosomeextentoranother.
Thereisgreatdiversityin SouthAfricanmusic.Blackmusicianshavedevelopedauniquestylecalled Kwaito.Kwaitoissaidtohavetakenoverradio,television,andmagazines.[156] Ofnoteis BrendaFassie,wholaunchedtofamewithhersong"WeekendSpecial",whichwassunginEnglish.Morefamoustraditionalmusiciansinclude LadysmithBlackMambazo,whilethe SowetoStringQuartet performsclassicmusicwithanAfricanflavour.SouthAfricahasproducedworld-famousjazzmusicians,notably HughMasekela, JonasGwangwa, AbdullahIbrahim, MiriamMakeba, JonathanButler, ChrisMcGregor,and SathimaBeaBenjamin.Afrikaansmusiccoversmultiplegenres,suchasthe contemporary SteveHofmeyr andthe punkrock band Fokofpolisiekar.
Althoughfew SouthAfricanfilm productionsareknownoutsideSouthAfricaitself,manyforeignfilmshavebeenproducedaboutSouthAfrica.Arguably,themosthigh-profilefilmportrayingSouthAfricainrecentyearswas District9.Othernotableexceptionsarethefilm Tsotsi,whichwonthe AcademyAwardforForeignLanguageFilm atthe 78thAcademyAwards in2006aswellas U-Carmene-Khayelitsha,whichwonthe GoldenBear atthe2005 BerlinInternationalFilmFestival.
Roads[edit]
Furtherinformation:
NumberedroutesinSouthAfrica
Thenationalspeedlimitisbetween50or80 km/hinresidentialareasand120 km/honnationalroads/freeways/motorways.
In2002thecountryhad362,099 kmofhighways,73,506 km(17%)ofwhichwaspaved(including239 kmofexpressways).[1]
CapeTownTaxiCabAdvertisingShimansky
InSouthAfrica,theterm freeway differsfrommostotherpartsoftheworld.Afreewayisaroadwherecertainrestrictionsapply.[2] Thefollowingareforbiddenfromusingafreeway:
∙avehicledrawnbyananimal;
∙a
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