Shanghai GM's Marketing Strategy for the China Market

Ivy Siok Ngoh Chen (), Sherriff Ting Kwong Luk and Leslie Sai Chung Yip
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Ivy Siok Ngoh Chen: Department of Management and Marketing, Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong, China
Sherriff Ting Kwong Luk: Department of Management and Marketing, Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong, China
Leslie Sai Chung Yip: Department of Management and Marketing, Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong, China

Asian Case Research Journal (ACRJ), 2005, vol. 09, issue 02, 145-180

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.

Date: 2005
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DOI: 10.1142/S0218927505000666

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