Essays about: "Geely strategy"

Showing result 1 - 5 of 7 essays containing the words Geely strategy.

  1. 1. The Automobile Industry: How Strategy Affects Globalization

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi; Handelshögskolan i Stockholm/Institutionen för redovisning och finansiering

    Author : Jacob Lundqvist; Oscar Hentschel; [2014]
    Keywords : Automobile Industry; Globalization; Strategy;

    Abstract : This thesis studies which strategies that increase and decrease the level of globalization for companies in the automobile industry. This is done by mapping the strategies and updating the GERPISA globalization index for five selected companies: Renault, BMW, Geely, General Motors and Toyota. READ MORE

  3. 2. The Positioning Strategy of China Self-owned Car Brands in the Chinese Market

    University essay from Företagsekonomiska institutionen

    Author : Hongmi Chen; Ji Zhou; [2013]
    Keywords : China self-owned car brands; positioning strategy; target market; brand image;

    Abstract : The purpose of this thesis is to find a proper positioning strategy for China self-owned car brands in the Chinese market. For this purpose, the authors used the theory about brand positioning, target market and segmentation, brand image, differentiation and general positioning process. READ MORE

  4. 3. The case of Geely acquiring Volvo Car : A study on low brand equity acquiring high brand equity

    University essay from Företagsekonomiska institutionen

    Author : Xiaoshu Zheng; Yuan Shi; [2013]
    Keywords : Brand Acquisition from China; High Brand Equity; Low Brand Equity; House of Brands Strategy; Endorsed Brand Strategy;

    Abstract : Much previous research has studied high brand equity acquiring high brand equity or high brand equity acquiring low brand equity. However, very little research has been conducted to understand how that low brand equity acquiring high brand equity changes the low brand equity especially in China. READ MORE

  5. 4. Brand Adapting Management in Merger and Acquisition : A Case Study of Geely/Volvo's Brand Acquisition

    University essay from Ekonomihögskolan, ELNU

    Author : Chao Chen; Jiayan Liu; [2011]
    Keywords : M A; brand image; brand identity; brand positioning; value proposition; customer perception; brand adapting management;

    Abstract : The premise of this thesis is to conduct a research regarding the connection of brand image, brand identity, brand positioning with brand adapting management. The significant purpose of this thesis is for better understanding how a Chinese auto corporation can effectively manage and adapt an acquired foreign brand in Chinese market. READ MORE

  6. 5. Geely Auto: Leading the Chinese automobile market in the future? : A case study of Geely’s strategy after acquiring Volvo Cars

    University essay from Akademin för hållbar samhälls- och teknikutveckling

    Author : Bo Tian; Zhe Wang; [2011]
    Keywords : independent confident;

    Abstract : Always looking things in a strategic perspective. ... READ MORE