Shanghai GM's marketing strategy for the China market
Demand for passenger cars in China had been growing at more than 10% annually. Changing buyer expectations, increasing competition and an inefficient distribution system were challenges that car manufacturers faced as they sought to expand into China. This case describes the socio-economic developments in China, the competition and government policies affecting the passenger car industry. This case explores how Shanghai General Motors (SGM) adapted their brand and channel strategies to respond to these changes in the environment.
Asian Case Research Journal
Chen, I. S.,Luk, S. T.,& Yip, L. S. (2005). Shanghai GM's marketing strategy for the China market. Asian Case Research Journal, 9 (2), 145-180. http://dx.doi.org/10.1142/S0218927505000666