Volvo CE in China (Lingong) - a Case Study of Dual - Brand Strategy
ACADEMY OF EDUCATION AND BUSINESS STUDIES DEPARTMENT OF BUSINESS AND ECONOMIC STUDIES Volvo CE in China (Lingong) - a case study of dual - brand strategy Peng Shao Zeliang Sun June 2011 Bachelor’s Thesis in Business Administration Supervisor: Dr. Ernst.Hollander and Dr. Pär Vilhelmson Abstract Author: Peng Shao 890401T178 Zeliang Sun 880224T318 Supervisor: Ernst Hollander & Pär Vihelmson Date: 2012-02-22 Level: Bachelor Thesis Introduction: The part of introduction is presented to help readers give insight into the setting of our thesis. Firstly, we present the background of Volvo CE and Lingong. With the rapid economy growth and large amount of infrastructure construction projects, the large demand for CE push Volvo to accelerate its pace into Chinese market, the situation of the Chinese market and the importance are introduced continuously. We are aimed to analyze the dual - brand strategy implemented by Volvo and Lingong, and what synergies produced. We will also face two major limitations such as limited materials and hard access to interviewees. Lastly, we also have brief introduction for the outlet of the thesis. Theory Framework: This part includes three related theoretical fields. First one is global strategic marketing, as a MNE, Volvo CE entered China, which is one member of BRICs, and took acquisition of Lingong. The following is cross - boundaries culture and customer behavior, if one company wants to gain success in an overseas market, a good adaption to the local culture is essential. The last one is brand management field, brand is a intangible asset, however, in order to avoid cross - boundaries problems, Volvo CE decide to implement a dual - brand strategy, so we can use brand alliance theories to analyze.
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