Title

Shanghai GM's marketing strategy for the China market

Authors

Ivy Siok Ngoh Chen
Sherriff Ting Kwong Luk
Leslie S.C. Yip, Technological and Higher Education Institute of Hong Kong, Vocational Training CouncilFollow

Document Type

Journal Article

Publication Date

2005

DOI

10.1142/S0218927505000666

Abstract

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.

Source Publication

Asian Case Research Journal

Volume Number

9

Issue Number

2

First Page

145

Last Page

180

Recommended Citation

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