Dongfeng Passenger Vehicle Company: Marketing Challenges for the Harvard Case Solution & Analysis

To maximize their effectiveness, color cases should be printed in colour. As Mr. Li Chunrong seen the new assembly line for the Dongfeng Passenger Vehicle Business in Wuhan, China, he considered the position his business unit found itself in: a latecomer. As a state-owned enterprise Dongfeng had entered into numerous joint ventures to make autos under foreign brands, but its foray into selling vehicles under its own brand had just started recently, and now the unit faced a crowded market filled with intense competition.

He revealed on the time it was taking to create the Dongfeng brand, as he walked back to the office. Would his business unit grow tough enough within their five province geographical concentrate before other hungry opponents trying to find growth piled into these market areas? Or should they go more aggressively to attack the coastal regions with its new 2000 cc version to be established in late 2011?

PUBLICATION DATE: October 03, 2011 PRODUCT #: 612029-PDF-ENG

This is just an excerpt. This case is about STRATEGY & EXECUTION

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